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PepsiCo stevia

This article was originally published in The Tan Sheet

Executive Summary

Latin America will be the first market for SoBe Life, a nutritionally enhanced beverage with stevia-based PureVia all-natural sweetener, PepsiCo and Whole Earth Sweetener announce July 31. Lou Imbrogno, senior VP of worldwide technical operations for Purchase, N.Y.-based PepsiCo, says the PureVia formula is "a potential game-changer among zero-calorie sweeteners" and the company has "ample supply" of stevia from the South American plant. PepsiCo plans to launch PureVia jointly with Whole Earth Sweetener, a subsidiary of Chicago-based Merisant, as a tabletop sweetener in the U.S. this year and introduce it later in other food and beverage products. PureVia will compete with other stevia-based sweeteners in the U.S., including SweetLeaf Sweetener by Wisdom Natural Brands and Truvia, coming from Coca-Cola and Cargill (1"The Tan Sheet" June 30, 2008, p. 11)...

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