I hesitated to post this, but after Red-Icculus asked the exact same thing I was thinking on our Stevia Goes Even More Mainstream with Stevia in the Raw article, I decided to go ahead and say it: What the heck is going on with the credibility and effectiveness of the FDA when companies can openly launch products in direct violation of their regulations?!

Have I have missed an update on the ban by the FDA on the use of Stevia in foods as a sweetener? There is an FDA Import Alert updated 11-15-2008, in which they clearly state:

With regard to its use in foods, Stevia is not an approved food additive nor affirmed as GRAS in the United States. Available toxicological information on stevia is inadequate to demonstrate its safety as a food additive or to affirm its status as GRAS. However, with regard to its use in dietary supplements, dietary ingredients, including stevia, are not subject to food additive regulations.

There have been very public launches and press releases of Stevia products that are clearly labeled as "calorie-free sweeteners." Truvia, the product of a joint venture between CocaCola and Cargill had a very public tasting event in July at the Rockerfeller Center (NY), and it's clearly labeled as "Nature's Calorie-Free Sweetener." And the label of newcomers, Stevia in the Raw Extract clearly says "100% Natural Zero Calorie Sweetener."

So, what gives?!
* Update// We love our commenters! Looks like some of these companies have gone through the "GRAS (Generally Recognized as Safe) self determination process." But it still seems odd to me that the FDA bans it as a sweetener, but companies say it's safe and it's still allowed to launch. Shouldn't GRAS self determination apply to foods that the FDA hasn't already ruled on. Or they should have to comment and respond before the product hits the market.