New No-Calorie Sweetener Truvia Debuts
Truvia, Made From Stevia, Being Sold Online and in Certain N.Y. Supermarkets
July 10, 2008 --
Truvia, a new, natural, zero-calorie sweetener made from the stevia plant,
is making its debut online and in certain supermarkets in New York.
Cargill, which developed Truvia
with Coca-Cola, is holding a "first taste" event in New York's
Rockefeller Center to launch Truvia into the retail market.
For now, Truvia is only being sold
online on the Truvia web site and in select D'Agostino supermarkets in New York
Truvia is the first stevia product
that isn't labeled a "dietary supplement," the classification that the
FDA has, up until now, required of all stevia products because of safety
concerns from some, but not all, studies done mainly on
In Cargill and Coca-Cola funded
studies, Truvia showed no sign of health problems. For instance, it didn't
affect blood pressure in healthy people or blood sugar in people with type 2 diabetes.
Further tests in rats show no effects on reproduction, fertility, or other health problems. Those studies
recently appeared in Food and Chemical Toxicology.
Truvia is being sold as a tabletop
sweetener and will be an ingredient in certain Coca-Cola drinks. It's not yet
ready for use in baking.
Pepsi is also working on its own
stevia sweetener. No head-to-head trials have been done on stevia vs. other
no-calorie sweeteners, such as NutraSweet, Splenda, and Sweet'N Low.