Merisant Launches Italy’s First Stevia Table Top Sweetener
with Stevia PureCircle® Trust Mark
Misura, Merisant’s major brand of low-calorie sweeteners expands its brand with the launch of Misura Stevia™, the first stevia-based table top sweetener in Italy. Misura Stevia™ will help to contribute to a healthier lifestyle for consumers and is sweetened with natural origin stevia extracts by PureCircle, carrying the Stevia PureCircle® trust mark.
Along with the introduction of its stevia-based sweetener Misura Stevia™, Merisant is committed to promoting the educational work of the Global Stevia Institute in Italy and across Europe. The Global Stevia Instiute was founded by PureCircle to further credible, science-based information about stevia. Ahead of its launch, Misura Stevia™ was first introduced at the last Italian Association of Dietetics and Clincal Nutriton (ADI) congress as a natural sweetening option for people with diabetes. Stevia has no carbohydrates and zero glycemic load, and is safe for people with diabetes.
“More than ever, consumers are seeking more natural, low calorie options and stevia presents an opportunity to fulfill these demands in the Italian market,” said Jason Hecker, Vice President Global Marketing & Innovation for PureCircle. “Misura Stevia™ expands Merisant’s successful brand with a natural, great tasting product that will help consumers achieve their healthy lifestyle goals.”
Misura Stevia™ is another example of a product choosing to communicate the naturally sweet benefits of stevia extracts via the Stevia PureCircle® trust mark. The trust mark is currently being licensed by leading brands globally across more than 85 food and beverage products such as Pure Via™ and Canderel Green™ table top sweetener in France, or Silk Light soymilk True Lemonade drink mix in the US, as well as Go Coco coconut water in Australia. The trustmark serves as a symbol of quality and reliable sourcing for consumers and is supported by such activities as PureCircle’s We Grow Joy campaign (steviapurecircle.com) and the Global Stevia Institute (globalsteviainstitute.com).
“Stevia helps us expand our Misura portfolio of low-calorie sweeteners for consumers that are looking for more natural sweetener options,” states Hugues Pitre, Vice President & Managing Director EAME, Merisant. “We are happy to carry the Stevia PureCircle® trust mark and support the vital work of the Global Stevia Institute, which in the new European market, will support consumer awareness about the benefits of high quality stevia and its great taste in Misura Stevia™.”
Misura Stevia™ is the first natural origin sweetener under the historical low-calorie Misura brand by Merisant, a global leader in table top sweeteners. Its low-calorie and no-calorie table top sweeteners are sweetened with stevia extract by PureCircle, a great tasting, natural origin ingredient derived from the stevia plant. Misura Stevia™ will be available in sticks, jars, cubes and tablets at all major retail chains in Italy this December.
PureCircle (www.purecircle.com) is the global leader in the production of high purity stevia products. PureCircle is leading the industry with the development of a vertically integrated, sustainable and natural supply chain. Stevia is now being grown for PureCircle across South America, Africa, Asia, and the United States where it provides a sustainable cash crop for rural farming communities in each region. PureCircle has developed a broad portfolio of ingredient solutions and has pioneered such ingredients as Reb A, SG95, stevia/sugar combinations and recently introduced breakthrough ingredient PureCircle Alpha for deeper calorie reductions. The company has also brought to market PureCircle Flavors, which were developed to enhance flavour and sweetness of other stevia sweeteners, sugar and HFCS. PureCircle has extended its reach through joint venture partnerships with leaders in the sugar industry, including Imperial Sugar in the US to create Natural Sweet Ventures, as well as Tereos and Nordzucker in Europe to create Tereos PureCircle Solutions and NPSweet A/S. As part of its leadership of the stevia industry, PureCircle has pioneered the industry trust mark Stevia PureCircle®, which educates consumers about the benefits of stevia and provides a strong base of trust for both consumers and food & beverage companies alike. The company has also developed the Global Stevia Institute (globalsteviainstitute.com) led by a global advisory board of internationally recognized health professionals with the mission of promoting accurate, science based information on stevia. PureCircle’s global headquarters are in Kuala Lumpur, Malaysia. PureCircle shares are traded on the LSE AIM index.
About the Global Stevia Institute
The Global Stevia Institute (GSI) is an educational resource for the industry and public focused on educating health professionals, food and beverage manufacturers, public affairs leaders, and consumers about the benefits of incorporating a plant-based sweetener stevia into the diet. Its mission is to provide accurate and consistent, science-based information about stevia as more and more people are looking for natural options to control sugar and calorie levels without sacrificing taste. The GSI is governed by an international advisory board of leading health professionals including MDs, PhDs, university professors, nutritionists, and award winning authors specializing in obesity, nutrition, endocrinology, biochemistry and food regulations.
Merisant was formed in 2000 to manufacture and market the world’s most popular tabletop sweeteners, Equal® and Canderel®, and over a dozen other available formats. Today, the Group owns 19 brands in over 90 countries. With over 500 employees positioned globally – diverse, inspired and dedicated to continuing to expand the incredible successes of these well-established and premium brands. From the start, Merisant has aimed to raise the bar through continued global expansion, by broadening its audience through new products, and improving productivity through technological advances. The Group strives to develop products which answer consumers’ specific needs to help improve their lifestyle on a daily basis.
Allison Mikita, Communications and Nutrition Specialist, PureCircle Limited