US agribusiness giant Cargill has launched its stevia sweetener Truvia in Venezuela.
Cargill announced the launch of the natural sweetener into the South American market yesterday (18 July), following what it claims is “a year of successful growth” across both its consumer products and ingredient businesses in Europe and North America.
“With the opening of the Venezuelan market, Truvia consumer products are now available in seven countries on three continents,” said Zanna McFerson, VP and business director for the Truvia Enterprise.
Stevia has become an increasingly popular ingredient for global food and beverage manufacturers in the last few years with awareness levels heightened significantly by its approval for use in food manufacture in the US during 2008. The EU followed suit towards the end of 2011.