Stevia-based sweetener company Truvia has entered the South American market with the launch of its natural sweetener in Venezuela.
The Venezuela sugar substitute market is said to be valued at $60 million.
Truvia is currently available in the USA, United Kingdom, France, Italy, Spain and Mexico.
"This market launch represents the continued expansion of the Truvia business in response to the growing consumer demand for great-tasting, natural, zero-calorie sweetness,” said Zanna McFerson, vice president and business director for the Truvia Enterprise.
“With the opening of the Venezuelan market, Truvia consumer products are now available in seven countries on three continents. The mainstream adoption of Truvia products around the world presents tremendous opportunity for consumers to have a natural choice in managing sugars and calories in their everyday lives."
Beyond its application as a table sweetener, Truvia stevia leaf extract is also used as an ingredient in a variety of foods and beverages, including yoghurt, cereal bars and juices. Stevia-based beverage product introductions nearly doubled between 2010 and 2011, according to the company.
Food and beverage products sweetened with Truvia stevia leaf extract currently available on store shelves around the world include Coca-Cola's Sprite and Nestea, Glaceau vitaminwater zero, Kraft Crystal Light Pure, Tillamook Light Yogurt and Smucker's Sugar Free Fruit Spreads.