Truvia Takes Aim at Rival Sugar Substitutes With Wellness Push
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Artificial sweeteners are on the outs with consumers, as evidenced by a drop in sales of Splenda, Equal and Sweet’N Low and share declines among diet-soda brands. Now, Truvia, a natural sweetener made from the stevia plant, is looking to press its advantage with a series of spots going directly after its sugar-substitute rivals.
Consumers’ backlash against artificial sweeteners has led food and beverage giants such as PepsiCo, Coca-Cola, Smuckers, Kraft and Pernod Ricard to introduce products that use stevia, raising the ingredient’s profile (a cameo in the series finale of “Breaking Bad” didn’t hurt, either).
“Being natural is key for consumers,” said Bill Pecoriello, CEO at Consumer Edge Research. “They are increasingly trying to avoid artificial sweeteners.”
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