Wrigley, the gum unit of Mars Inc, plans to roll out stevia-based Extra Professional Mints throughout Europe in 2014.
The group started the pan-European move in Germany and Austria last month with other European markets to follow later this year.
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“The product will be launched in all European markets this year. We unfortunately don’t have a detailed overview with the launch time per market but all European markets will gradually move to the New Extra Professional Mints with stevia this year,” a spokesperson for the company told just-food.
Stevia is the “new star” among low-calorie sweeteners, being “guaranteed sugar free and virtually calorie-free”, the spokesperson stressed. The sweetener has been mainly used in soft drinks but some ice cream, yoghurt and confectionery companies have been working with the ingredient.
The spokesperson added Extra Professional Mints have been linked to good oral health. “Extra Professional Mints help to gently clean the tongue in between brushings to reduce germs and give you a fresh, clean mouth feeling – they are the ideal complement to your daily oral hygiene.”
Extra Professional Mints with stevia will be available in classic mint and forest fruit flavours, the company revealed.
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