Bakers Journal

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Truvia to expand presence in Mexico and Canada


December 18, 2012
By Bakers Journal

Dec. 18, 2012, Wayzata, Minn. – Truvia and Grupo Herdez have reached an
agreement for the distribution and marketing of Truvia sweetener in
Mexico.

Dec. 18, 2012, Wayzata, Minn. – Truvia and Grupo Herdez have reached an agreement for the distribution and marketing of Truvia sweetener in Mexico. In addition, the recent opening of the Canadian market for stevia as both a tabletop sweetener and as an ingredient in foods and beverages will allow Truvia sweetener to be available throughout North America in 2013.
 
Grupo Herdez will contribute marketing expertise to the Truvia brand to build consumer awareness through advertising and in-store campaigns.
 
"The demand for a calorie-free sweetener from a natural source has grown with consumers' expectations around understanding the source of their food,"
said Hector Hernandez-Pons, chairman and chief executive officer of Grupo Herdez.
 
Truvia stevia leaf extract can be found in a variety of beverages and foods, including juices, sparkling beverages, and yogurts.