Stevia’s Uncertain Future, Glaceau’s Cautious and Quiet Approach
Nine months after the Food and Drug Administration proclaimed that two zero-calorie sweeteners derived from the stevia plant were Generally Regarded As Safe, stevia is bigger than ever. The food industry has introduced more than 110 stevia-based products since then, and stevia sales hit $95 million by July — up from $21 million for all of 2008. But though people continue to throw around phrases like “the holy grail of sweeteners,” problems remain. A majority of consumers have still never heard of the sweetener. Furthermore, as companies struggle with different formulations to counter unpleasant aftertastes, there is a danger that a customer’s bad experience with one stevia product could turn them off of stevia for good. Glaceau made the interesting…
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