Cargill is expanding its stevia-based Truvia brand with two new products.
Truvia calorie-free sweetener tablets (rsp: £2.29/100) and Baking Blend (rsp: £4.99/500g) roll into Sainsbury’s and Waitrose next month, with the tablets hitting Asda in March.
Each tablet provided the same sweetness as a teaspoon of sugar, said Cargill, while Baking Blend was a mix of Truvia and Silver Spoon that contained 75% fewer calories than sugar.
Baking Blend will go head to head with Tate & Lyle’s Light at Heart range, which launched in 2011 and is also pitched as suitable for baking.
Truvia is getting a £5m push this year including TV advertising.