Truvia Making Other Sugar Substitutes Green With Envy
If you’re a fan of sugar substitutes, take note: pink and blue are sooo last season. This year, it’s all about green.
That’s right, the green packets of Truvia have overtaken the pink Sweet ’N Lows and blue Equals of the world when it comes to sales, the Wall Street Journal reports. Now the stevia-based sweetener has top-selling Splenda in its sights.
Despite its hefty price — a box of 40 packets will set you back about $4.30 — customers are, well, sweet on Truvia because its ingredients (taken from the stevia plant) are seen as more “natural” than aspartame or saccharin, according to the newspaper. Plus, many Truvia converts believe its crystals and taste are simply more akin to actual sugar.
Truvia is already used in drinks such as Glacéau Vitamin Water Zero and Crystal Light Pure, and the Journal reports that it may soon be found in hundreds of products, including Tillamook’s “light” yogurt, which is set to debut this month.
Of course, no zero-calorie sweetener has yet to replicate the deliciousness of pure sugar.
“I don’t think anyone’s cracked the code,” Allen Adamson, a managing director for Landor Associates, a brand-consulting firm, tells the Journal, adding that taste used to be the only concern as far as marketing went. “Does it taste good? Is there an aftertaste? … The new challenge is to alleviate the lingering concerns … Did they really test it on enough rats over a long enough period of time?”
Um, on that note, maybe we’ll simply stick with a spoonful of pure cane sugar in our morning cup o’ joe.
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