Steviva Ingredients adopts new name to move beyond stevia

US-based Steviva Ingredients is changing its name to allow it to expand beyond sweeteners.

Now called Icon Foods, the company will take up other natural food ingredient categories as it continues to meet demand for consistent, dependable and clean-label ingredients.

Steviva Brands, which owns the business unit, will also create a new business unit called Icon Food Science, optimising its research and development offerings and expertise.

The name change will only affect Steviva’s ingredients business – and not the company’s retail or consumer entities, which will continue to operate under the name Steviva Brands. As CEO Thom King explained, the name better reflects changes that have shaped the business in recent years.

“When I started the company in 1999, the name Steviva Brands was selected to build a consumer brand,” King said. “The strategy behind the name was to create name association with stevia. The B2B side of the company, Steviva Ingredients, was being pigeon-holed into stevia when it has grown past stevia.”

“As the global demand for natural sweeteners has increased, so too has challenge of sourcing reliable, safe ingredients. We differentiate ourselves from other suppliers on the basis of quality, reliability and professionalism. Ensuring the highest possible standards for quality control and food safety drives everything we do and Icon Foods reflects that.”