Both Paul and I have written before about Rebiana - the stevia-based sweetener that Cargill and Coca Cola are planning to introduce in the US. It’s currently going through the regulatory “hoops” needed to obtain GRAS (generally recognized as safe) status as a food ingredient. In the meantime, Cargill’s brand, “Truvia” is available online in the form of single serving sweetener packets.
Apparently, they aren’t the only ones: the Whole Earth Sweetener Company - in partnership with PepsiCo - is bringing out its own ”Reb A” sweetener called PureVia. Like the Cargill/Coke collaboration, PureVia is also awaiting FDA approval.
Other companies are champing at the bit, however. According a recent industry report, Blue California is also coming out with a purified, rebaudioside A product called “Good & Sweet“ with a “self-affirmed” GRAS status. Wisdom Natural Brands has taken the same route to market their “Sweet Leaf” product as a sweetener. And a stevia-sweetened soda, carbonated dietary supplement, Zevia, is already on the market.
It will be interesting to see if the FDA clamps down on the above products, given that the Cargill/Coke and Pepsi products are evidently on their way to regulatory approval and Truvia is already being sold in limited form. They went after the Hain-Celestial Group and their ”Zinger” line of teas last year, claiming stevia was an “unsafe food additive.”
We’ll see.
In the meantime, I ordered a sample 6-pack of Zevia. I’m not a diet soda drinker, but I’m curious to see how it tastes. Ditto the Truvia - I don’t sweeten many things, but I do take a packet of stevia in my morning jolt o’ coffee, and I’m curious to make the comparison.