Sweetener firm Merisant has kicked off an advertising campaign for its stevia-based product Pure Via in the UK.
The US group is spending GBP4m (US$6.2m) on marketing Pure Via in the UK and has lined up TV, print and digital campaigns.
Pure Via was launched in the UK last month and Merisant is aiming for “a leadership position” in the country after a year of the product being on sale.
Merisant UK marketing manager Odile Marriott said: “As a natural-origin, low-calorie alternative to sugar, we believe Pure Via will have a significant effect on the health of UK consumers, and therefore we have invested substantially in its launch and marketing campaign in the UK.”
Earlier this month, Cargill started its GBP5m advertising push behind its own stevia sweetener Truvia.
Sweetener makers are targeting European consumers after the EU said in November that stevia, a natural zero-calorie sweetener, could be used in food and drink products.
Products containing stevia have been on sale in France for two years, but suppliers had been waiting for the EU to approve the ingredient’s use across the entire bloc.
Merisant claims that Pure Via is the number one stevia sweetener in France, with sales close to EUR10m (US$12.9m).