Silver Spoon and Cargill in Truvia partnership

27 January 2011 – Silver Spoon, part of Associated British Foods, and Cargill have announced a new partnership for UK distribution and marketing of the Truvia branded stevia-based tabletop sweetener, ahead of the anticipated EU approval of stevia extracts later this year. 

Truvia has been on the US market for two years and has grown the previously stagnant retail sweetener category by 18 per cent.  As such, it has become the third best-selling of all the non-sugar sweeteners – a market currently valued at  $685 million (£434 million) in the US – overtaking Merisant’s Equal (aspartame) – Canderel in Europe – for the past 12 months.   Latest figures value the UK market for low calorie sweeteners at £50 million.

On receipt of regulatory approval, the product will be available through the Silver Spoon network to all major UK supermarkets, restaurants, hotels and other food distribution outlets. Silver Spoon will jointly market the product with Cargill, building brand awareness through advertising and in-store programmes. Under the terms of the partnership, the sweetener will be co-branded with the Silver Spoon and Truvia logos appearing on packaging.

Tony Lucas, marketing director of Silver Spoon says, “The introduction of stevia-based sweeteners to the UK market will be one of the most significant category developments in this country in years.”

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