Coke, Pepsi in race to market herbal ‘sugar’

August 7, 2008

Stevia, a South American plant used to create natural sugar substitutes, is set to be the next major battleground for Coca-Cola and Pepsi, with both brands launching their own natural sweeteners using the non-calorific herb.

Coca-Cola last year announced a partnership with US conglomerate Cargill to create a stevia-based product called Truvia, but PepsiCo has beaten its rival to market with its version, PureVia.

Both are hoping to capitalise on growing concern over food additives, preservatives, and artificial sweeteners often found in diet drinks, such as aspartame.

http://www.brandrepublic.com/News/836688/Coke-Pepsi-race-market-herbal-sugar/

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