Silver Spoon to launch Truvia calorie-free sweetener

Truvia: 'natural' sweetener from Silver Spoon
Truvia: 'natural' sweetener from Silver Spoon

Silver Spoon is to launch a calorie-free sweetener, hailed by its marketing director as one of the most "significant category developments" in years.

Cargill, the private food company, and Silver Spoon, part of Associated British Foods, have announced an exclusive strategic partnership for the UK distribution and marketing of the brand.

Truvia intends to pinch market share from established brands, including Canderel, in the UK and Europe.

The brand is expected to receive EU approval later this year, which will greenlight its launch in the UK.

Truvia has been available in the US for two years. It was developed by Cargill and Coca-Cola, and has overtaken the well-established brand Equal (marketed as Candarel in the UK) to become the US's number three calorie-free sweetener, growing the market by 18%.

EU approval is needed to pass the class of calorie-free sweeteners, of which Truvia is one, which are extracted from the stevia plant. The EU is expected to approve stevia-based sweeteners in September.

Tony Lucas, marketing director of Silver Spoon, said: "The introduction of stevia-based sweeteners to the UK market will be one of the most significant category developments in this country in years.

"As the number-one supplier to the UK retail sugar and sweetener market, we are excited to bring this new innovation to our retailers and UK consumers. The partnership with Cargill and the Truvia brand will help us achieve this goal."

Silver Spoon will make Truvia available to supermarkets, restaurants, hotels and other food distribution outlets.

The low-calorie sweetener market in the UK is valued at approximately £50m.

Zero-calorie sweeteners have long been hailed as the next battleground for soft drinks makers in the UK.

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