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Cargill has launched Craftiva, a new brand of reduced-sugar flavoured syrups and sweetener packets targeting consumers looking to reduce their sugar intake without compromising on taste.
The portfolio is designed to offer an alternative to full-sugar and zero-sugar products, with options for everyday drinks such as lattes, cold brews and mocktails.
Craftiva’s flavoured syrups are available in four varieties: vanilla, caramel, brown sugar & cinnamon and toasted marshmallow. Each serving contains 7g of sugar, compared with approximately 20g in leading full-sugar national-brand syrups.
The syrups are made with cane sugar, stevia sweetener and sea salt, and come in 375ml and 750ml bottles.
The brand also includes sweetener packets made with cane sugar and stevia. Each packet contains five calories and provides sweetness comparable to two teaspoons of sugar. Multiple pack sizes are available for home use, on-the-go consumption and foodservice.
“We believe reduced sugar is becoming an addressable market of its own,” said Asheesh Choudhary, senior vice president and managing director of consumer brands at Cargill. “The Craftiva portfolio is built around the idea that consumers shouldn’t have to choose between great flavor and reducing sugar. We’re excited to bring a new option to serve both needs.”
“Consumers increasingly want to reduce sugar, but they don’t want to give up the drinks and flavours they love,” added Brian Tockman, senior director of consumer brands at Cargill. “The Craftiva line-up was created specifically for that customer. Our goal is simple: deliver premium, great-tasting sweetness and flavor with meaningfully less sugar.”
Craftiva products became available through Amazon in the US on 28 October. The company said the range is expected to launch on TikTok Shop and through US retail stores and foodservice distributors in the coming weeks.
