PepsiCo introducing stevia-based sweetener

by Staff
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PURCHASE, N.Y. — PepsiCo and Whole Earth Sweetener Co. are introducing a zero-calorie, all-natural sweetener from the stevia plant called PureVia.

The sweetener will be in a new beverage called SoBe Life, which will be launched in Latin America starting in Peru. It initially will be included in three flavor blends: tropical pomegranate, strawberry-kiwi and orange-tangerine. As a tabletop sweetener, PureVia will be launched in the United States this fall before expanding into food and beverage products around the world, the companies said. The Food and Drug Administration has not approved stevia-based sweeteners for use in foods or beverages. The F.D.A. has approved the use of stevia-based sweeteners in dietary supplements.

"The introduction of PureVia represents the culmination of four years of research and development to bring this revolutionary new product to market and satisfy consumer demand for great tasting, all-natural, zero-calorie sweeteners," said Paul Block, chief executive officer of Merisant and Whole Earth Sweetener Co. "What’s unique about PureVia is that we’ve identified a way to extract the purest part of the stevia leaf to reveal the cleanest and most consistent taste.

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