An advertising push in the UK for stevia sweetener Truvia begins today (5 January) as brand owner Cargill and local partner Associated British Foods looks to break into the country’s sweetener sector.
Truvia went on sale in the UK last month after the EU gave the green light for products containing stevia – a natural, zero-calorie sweetener – to go on sale across the bloc in November.
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Cargill and ABF said GBP5m was being spent on the advertising campaign, which, they said, was the “largest category spend in at least the past five years”.
Mark Brooks, product line director for Cargill, said the campaign was “an exciting moment” for the brand.
“The combination of a natural source and zero-calories provides consumers with a powerful new way to manage sugars and calories,” Brooks said.
The ad will go live on Channel 5 this afternoon and will then feature on ITV this evening.
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By GlobalDataABF arm The Silver Spoon Company is distributing Truvia, which will be sold in boxes of sachets and in jars.
For an interview with executives from Cargill and ABF when the two companies announced their partnership this time last year, click here.
