Silver Spoon and Cargill in exclusive partnership to bring Truvia to UK

Two leaders in sweetness, Silver Spoon (part of Associated British Foods) and Cargill have announced an exclusive strategic partnership for UK distribution and marketing of Truvia branded tabletop, the first stevia-based, zero calorie sweetener. This announcement comes ahead of anticipated EU approval of stevia extracts later this year and, say the firms, heralds the UK’s first taste of an entirely new sweetener category – zero calorie sweetness from the leaves of the stevia plant.

After only two years on the US market, the Truvia brand has become the number one stevia-based sweetener, growing a previously stagnant retail sweetener category by 18%. As such, it has become the third best-selling of all the non-sugar sweeteners – a market currently valued at £434 million (€501m) in the US – overtaking Merisant’s Equal (aspartame) – Canderel in Europe – for the past 12 months. Latest figures value the UK market for low calorie sweeteners at £50 million (€57m).

The partnership brings together the leading sugar brand in the UK, Silver Spoon, and Truvia sweetener, the stevia sweetener developed and pioneered by Cargill. The combined strengths of Silver Spoon’s extensive retail knowledge and marketing expertise and Cargill’s leading US product are expected to result in Truvia sweetener quickly capturing consumer interest in the UK. On receipt of regulatory approval, the product will be available through the Silver Spoon network to all major UK supermarkets, restaurants, hotels and other food distribution outlets.

Silver Spoon will jointly market the product with Cargill, building brand awareness through advertising and in-store programmes. Under the terms of the partnership, the sweetener will be co-branded with the Silver Spoon and Truvia logos.

“The introduction of stevia-based sweeteners to the UK market will be one of the most significant category developments in this country in years,” says Tony Lucas, marketing director of Silver Spoon. “As the number one supplier to the UK retail sugar and sweetener market, we are excited to bring this new innovation to our retailers and UK consumers. The partnership with Cargill and the Truvia brand will help us achieve this goal.”

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