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The FDA has finally approved the use of Stevia, an "all natural, zero calorie sweetener", in food products! Cargill, which is marketing the sweetener Truvia from Coca-Cola, said on Wednesday (Dec. 17) that it had received notification from the Food and Drug Administration that it had no objection to the product, calling it "generally recognized as safe." PepsiCo said it also had received a no-objection letter and the same designation from the agency related to its sweetener, PureVia. [Source: NYTimes] This comes AFTER Coca Cola & Cargill have already been selling Truvia, although PepsiCo held off on selling PureVia until they had received notification from the FDA. Stevia has long been available in health food stores as a "supplement" but it had a slightly bitter taste. Truvia & Purevia have been formulated using Rebiana, part of the stevia leaf, which eliminates that bitter flavor. Will this be the beginning of the end for Splenda?!
Comments
Thu: December 18, 2008
Red Icculus said: I grow stevia and use it as an artificial sweetener substitute as much as I can. This is really great news!
Fri: December 19, 2008
Cereal said: I don't think Splenda has to worry too much right now. I would think that companies are still obligated to uphold their contracts, and will continue to use Splenda in their products. We will also have to see how consumers react to stevia. What urban myths will be created about it ,and how soon will the companies diffuse those myths are very important for a products image. Just look at HFCS as an example people hate the stuff based off of internet spin or urban legends whatever you want to call it. Taste and price are the key components though ,and if they can get that right people will buy. |
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Fit Bottomed Girls said:
It'll be interesting to see how many products switch out splenda with this.