Stevia Sets Out to Conquer the World

Top stevia producer PureCircle has launched a worldwide consumer marketing campaign to encourage the use of products derived from the stevia plant as a sweetener. Introduced in tandem with the campaign is the Oak Park, Ill.-based company’s newly developed stevia trust mark, which will appear on manufacturers’ packaging.

The mark provides a way for consumer packaged goods companies to inform shoppers that their items are reliable sources of stevia. Further, the “We Grow Joy” initiative from Euro RSCG Chicago aims to drive and sustain stevia awareness while helping consumers discover the ingredient’s natural sweet taste.

“We are committed to advancing stevia as a global mainstream ingredient.” explained VP of global marketing Jason Hecker. “The response we have received from consumers, customers and others in the industry on our new campaign has been overwhelmingly positive. Our new trust mark and ‘We Grow Joy’ campaign, in partnership with our customers, will play a critical role in ensuring that stevia maintains a firm place among other natural ingredients that consumers love and trust.”

Products noting that they’re “naturally sweetened with stevia by PureCircle” are now rolling out in the United States and Latin America, with plans to expand into other international markets. Brands include Silk Chocolate Light Soymilk and True Lemonade powdered beverages in the United States. “We Grow Joy” is running conjunction with CPG company co-marketing activities.

The campaign comes on the heels of PureCircle’s creation of the Global Stevia Institute, an organization led by a global board of scientific advisers and experts, and dedicated to promoting consistent and credible science-based education about stevia and its dietary role.