• November 16, 2011

On Nov. 14, the European Commission formally announced approval of stevia sweeteners for use within the European Union.

In conjunction with news of the long-awaited approval, Cargill’s Truvia stevia sweetener brand, which has been preparing for a pan-European roll-out, announced its latest European agreement: an exclusive distribution partnership in Spain with Azucarera, Iberia’s leading sugar company.

Truvia had already formed exclusive distribution agreements with other leading European sugar brands, including CristalCo (Daddy) in France, Eridania in Italy and the Associated British Foods’ Silver Spoon Company in the U.K. and Ireland. Under the terms of each agreement, the Truvia logo and the partner’s logo will appear jointly on product packaging in each country.

As in the U.S., Truvia will be marketed in Europe both as stand-alone sweeteners (in cartons of 40 and 60 single-serve 1.5g sachets and 270g spoonable jars) and as ingredients in other consumer products. In France, Truvia is already an ingredient in Fanta Still and Eckes-Granini fruit juices.

Cargill/Truvia are not alone in jumping into the lucrative new European market for stevia sweeteners, of course. Among the competitors: PureCircle, which describes itself as the world’s leading producer of high-purity stevia ingredients for the global food and beverage industry. Based in Malaysia, PureCircle also has offices in the U.S., Europe, China, Latin America, Russia and Australia.