Truvia business has signed a strategic agreement with Grupo Herdez for the distribution and marketing of its Truvia sweetener in Mexico.
Truvia is a stevia-based sugar substitute developed jointly by Coca-Cola and Cargill.
Recently, the Canadian market has opened doors for the stevia as both a tabletop sweetener and as an ingredient in foods and beverages, which will enable Truvia sweetener to be available throughout North America in 2013.
Truvia business vice president and business director Zanna McFerson said that with the market opening in Canada, Truvia sweetener will be the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013.
The sweetener is expected to tap the consumer interest in Mexico through Grupo Herdez's business strategy of leveraging partnerships and best practices.
Grupo Herdez will be involved in marketing the Truvia brand to build consumer awareness through its local marketing expertise, advertising and in-store campaigns.
According to Grupo Herdez chairman and chief executive officer Héctor Hernández-Pons, the demand for a calorie-free sweetener from a natural source has increased with consumers' expectations across the source of their food.
Truvia stevia leaf extract can be found in beverages and foods, including juices, sparkling beverages, and yogurts in more than 30 countries across the world.
