Calorie Free natural plant based sweetener – being introduced to UK

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It’s being billed as the best thing since sliced bread and it’s already taken the US by storm.

Truvia® is a new brand of sweetener which is anticipated to launch in the UK later this year subject to EU regulatory approval.Truvia® is calorie free and made from the best tasting part of the stevia leaf  – a plant native to South America.  It has been used for centuries by indigenous people to sweeten food and beverages.

Just under three years after its launch in the States it is the number two bestselling non – sugar sweetener..

This weekend the roof of Selfridges in London’s busy Oxford Street was transformed into a boating lake and waterfall to mark the brands arrival in the UK. The spectacular event took people on a ‘ voyage of discovery’ deep into the heart of South America  – high above the London Sky Line.

Tony Lucas, Marketing Director of The Silver Spoon Company said:

“The introduction of Truvia® calorie-free sweetener to the UK market will be one of the most significant category developments this country has seen in years. The Voyage of Discovery is a fitting tribute to mark the occasion and to give people their first look at the Truvia® brand. As the number one supplier to the UK retail sugar and sweetener market, we are excited to bring this new innovation to our customers and UK consumers.”

Zanna McFerson, Vice President, Cargill Health & Nutrition and Director, Truvia® Enterprise comments;

“I first tasted the stevia leaf years ago and knew this was going to be important for the future of sweetness. Great tasting, calorie-free and from a leaf.”

McFerson continues; “Truvia® sweetener provides consumers with a new way to reduce calories and sugars while still enjoying sweet taste in their food and drinks. We’re delighted to partner with The Silver Spoon Company, and can think of no better way of introducing the Truvia® brand than with Bompas & Parr on the roof of one of the world’s most iconic department stores.”

For more information, visit www.truvia.com  and visit the youtube cliphttp://www.youtube.com/user/TruviaUK#p/a/u/0/hKaCepPL1UM

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