The Truvia sweetener brand is set to enter the Mexican market after owner Cargill struck a distribution deal with local firm Grupo Herdez.

Cargill launched Truvia, which is made with natural, zero-calorie sweetener stevia, in the US in 2009 and rolled out the product into the UK in 2011.

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Citing figures from Nielsen, Cargill said Truvia had “grown a previously stagnant category of sugar substitute sweeteners” in the US by 20%.

The company said Truvia would “quickly capture consumer interest in Mexico”.

Grupo Herdez said demand for a natural sweetener had grown. “”We are excited to add Truvia sweetener to our portfolio of premium brands,” chairman and CEO Hector Hernandez-Pons said. “The demand for a calorie-free sweetener from a natural source has grown with consumers’ expectations around understanding the source of their food.”

Cargill is eyeing the launch of Truvia in Canada next year after stevia received regulatory clearance last month.

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