Truvia® Business to Expand Global Presence Through Exclusive Distribution with Grupo Herdez in Mexico and Market Opening in Canada

Truvia® sweetener will be available throughout North America in early 2013

Dec 12, 2012, 08:03 ET from Truvia

WAYZATA, Minn., Dec. 12, 2012 /PRNewswire/ -- The Truvia® business, the global leader of stevia sweeteners, and Grupo Herdez, a market leader in the production, distribution, and sale of foods in Mexico, announced today an exclusive strategic 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.

"We are pleased with the rapid acceptance of Truvia® sweetener around the world, and our strategic agreement with Grupo Herdez enables us to further expand our global presence," said Zanna McFerson, vice president and business director for the Truvia® business. "With the market opening in Canada, Truvia® sweetener is the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013."

Today, Truvia® sweetener is the number one calorie-free sweetener from a natural source in the U.S., UK, and Venezuela, after opening this new category of sweetness. The Truvia® brand has attracted new consumers to the market and grown a previously stagnant retail category of sugar substitute sweeteners by more than 20 percent.1

Truvia® sweetener is expected to quickly capture consumer interest in Mexico through Grupo Herdez's business model of leveraging partnerships of leading brands to add scale, reach, industry know-how and best practices. Grupo Herdez will contribute its local marketing expertise to the Truvia® brand to build consumer awareness through advertising and in-store campaigns.

"We are excited to add Truvia® sweetener to our portfolio of premium brands," said Hector Hernandez-Pons, chairman and chief executive officer of Grupo Herdez. "The demand for a calorie-free sweetener from a natural source has grown with consumers' expectations around understanding the source of their food. Our strategic agreement with the Truvia® business, the leader in its category, will keep our products relevant to consumers by acknowledging their needs and preferences."

As an increasingly popular ingredient, Truvia® stevia leaf extract can be found in a variety of beverages and foods, including juices, sparkling beverages, and yogurts, and in brands such as Glaceau's VitaminWater Zero™, certain Smucker's® Sugar Free Jams and Kraft's Crystal Light® Pure.  Cargill's formulation experts use Truvia® stevia leaf extract, combined with a broad portfolio of ingredients and sweeteners, to help food and beverage manufacturers achieve great tasting, reduced sugar products. Truvia® stevia leaf extract can be found in more than 30 countries across four continents.

1 Nielsen Homescan Panel, Total U.S. 2.21.09 through 8.4.12  

About the Truvia® Enterprise
Truvia® sweetener is a great tasting, calorie-free sweetener made with the best tasting part of the stevia leaf. Truvia® sweetener is the #1 sweetener in the natural sugar substitute category in the U.S. and is also available to consumers in Europe, Mexico and Venezuela. Truvia® stevia leaf extract is also a versatile sweetening ingredient used to reduce calories and sugar in foods and beverages. The Truvia® enterprise uniquely manages its stevia supply chain from field to table having established a global agricultural standard for stevia. For more information, visit

About Grupo Herdez, S.A.B. de C.V.
Grupo Herdez is a leading producer of shelf-stable foods in Mexico and a frontrunner in the Mexican food category in the United States.  The company is engaged in the production, distribution and sale of a broad range of categories, including burritos, ketchup, coffee, guacamole, homemade salsas, honey, marmalade, mayonnaise, mole, mustard, pasta, spices, taquitos, tea, tomato puree, tuna and vegetables, among others. These products are commercialized through an exceptional brand portfolio, including Aires de Campo, Barilla, Chi-Chi's, Del Fuerte, Don Miguel, Dona Maria, Embasa, Herdez, La Victoria, McCormick, Wholly Guacamole and Yemina. Grupo Herdez has 13 plants, 8 distribution centers, 7 tuna vessels and more than 6,000 employees. For more information visit

About Cargill
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 142,000 people in 65 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit and its news center.

Press contacts         


Matthew Jacobs                                                                    

Atalanta Rafferty      

Global Communications Manager                                             

Executive Managing Director  

Truvia® Brand                       


office: 952-742-1032                                                             

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