The Food and Drug Administration has declared a natural zero-calorie sweetener derived from the herb stevia safe for use in foods and beverages, clearing a path for Coca-Cola Co. and PepsiCo.
Coke will introduce a reduced-calorie version of Sprite, called Sprite Green, and some Odwalla juice drinks with the new sweetener in January. Pepsi will launch three flavors of a zero-calorie SoBe Lifewater, and an orange-juice drink called Trop50, containing half the calories and sugar of orange juice, in March.
The rush by the two companies reflects the importance they place upon being first to market a sweetener that they say is natural, has no calories and tastes good.
The FDA faxed approval letters late Wednesday afternoon to Cargill Inc. and Merisant Co.'s Whole Earth Sweetener unit, which are teaming up with Coke and Pepsi, respectively, to market the sweetener. Both Cargill and Merisant already sell tabletop versions.
Coke and Pepsi hope the sweetener -- called Truvia by Coke (also contain corn-derived erythritol) and PureVia by Pepsi -- will allow them to create a blockbuster series of new zero- or low-calorie products. PepsiCo Chief Executive Indra Nooyi said earlier this week that she believes the decline in U.S. carbonated soft-drink sales can be halted with new sodas containing a natural, zero-calorie sweetener.
Bonnie - we have anticipated this for two years now. While it is encouraging to see soft drink makers see the potential of stevia drinks as an alternative to sugary or artificially-sweetened fare, we reserve the right to comment until we see the full ingredients of these products, which have been embargoed until market release.
Coke will introduce a reduced-calorie version of Sprite, called Sprite Green, and some Odwalla juice drinks with the new sweetener in January. Pepsi will launch three flavors of a zero-calorie SoBe Lifewater, and an orange-juice drink called Trop50, containing half the calories and sugar of orange juice, in March.
The rush by the two companies reflects the importance they place upon being first to market a sweetener that they say is natural, has no calories and tastes good.
The FDA faxed approval letters late Wednesday afternoon to Cargill Inc. and Merisant Co.'s Whole Earth Sweetener unit, which are teaming up with Coke and Pepsi, respectively, to market the sweetener. Both Cargill and Merisant already sell tabletop versions.
Coke and Pepsi hope the sweetener -- called Truvia by Coke (also contain corn-derived erythritol) and PureVia by Pepsi -- will allow them to create a blockbuster series of new zero- or low-calorie products. PepsiCo Chief Executive Indra Nooyi said earlier this week that she believes the decline in U.S. carbonated soft-drink sales can be halted with new sodas containing a natural, zero-calorie sweetener.
Bonnie - we have anticipated this for two years now. While it is encouraging to see soft drink makers see the potential of stevia drinks as an alternative to sugary or artificially-sweetened fare, we reserve the right to comment until we see the full ingredients of these products, which have been embargoed until market release.
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