Pure Via will be distributed in powder, cube and stick formats, and will be available in most major retailers and specialty outlets in the UK covering 80% of food consumption in the UK.
Following a £4m investment in Pure Via in the UK, Merisant aims for a leadership position in the UK market within its first year of launch, the company said.
In France, since its Stevia-based sweeteners launched, Merisant has gained an 80% share of the Stevia-based sweetener market by value, with half of these consumers being new to the low-calorie sweetener market.
Stevia-based sweeteners are already approved for use in other markets including the US, Japan, China, Australia and France where Merisant enjoys great success. The European market for sweeteners generates $500m and the European market for Stevia-based sweeteners should reach an additional $100m next year.
Hugues Pitre, Merisant vice president and MD, said: “Merisant is a global market leader in tabletop sweeteners and we have already secured a leading position in France through this new market.
“Based on our rich heritage of research and expertise into perfecting the application of Stevia extracts into sweeteners and our £4m investment in the UK, we are very confident we will achieve similar success with Pure Via in the UK market in the upcoming months.”
Source: Merisant
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