Pure Via, a stevia extract table top sweetener from Merisant (France), will now communicate the benefits of stevia via the Stevia PureCircle trust mark.
The product was already sweetened with stevia extract by PureCircle, a natural origin sweetening ingredient derived from the stevia plant. Pure Via achieved tremendous growth and the number one position in the French market, where stevia was approved two-years prior to the recent pan-European approval.
Pure Via is made with natural origin stevia by PureCircle and was especially developed to suit European tastes. To create Pure Via, no calorie, high purity stevia by PureCircle was blended with other ingredients of natural origin for a great tasting, no-calorie sweetness.
Pure Via complements Merisant’s portfolio of successful sweeteners, including the global Canderel and Equal brands.
Jason Hecker, vice president, global marketing and innovation, PureCircle Limited, said: “Consumers continue to seek healthier, more natural options. Merisant’s Pure Via suits this demand, by giving consumers great tasting, natural origin sweetness they can trust while helping them reduce calories in their favourite foods and beverages.”
Pure Via now joins over 100 other food and beverage products around the world that are licensing the Stevia PureCircle trust mark. The trust mark serves as a symbol of the highest quality and sustainable sourcing for consumers and is supported by such activities as PureCircle’s We Grow Joy consumer campaign and the Global Stevia Institute, a resource for credible, science-based stevia information established by PureCircle. Merisant has also committed to support the Global Stevia Institute’s education initiatives across Europe.
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