Industry News | July 18, 2010

It's All in the Color With Sweeteners

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Merisant Company is making life sweeter by introducing a national branded offering that includes the four leading zero-calorie sweetener “colors” under the Equal and Pure Via brand names.

Equal will now market “yellow” and “pink” offerings that will bear the brand name and deliver the quality and taste patrons expect. Earlier this year, Equal consumers expressed their support for these new branded offerings during proprietary research conducted by Technomic Inc. The new collection also includes Pure Via, an all natural, zero calorie sweetener, for those operators looking to satisfy patrons’ requests for a stevia-based sweetener in the “green” segment.

“We are thrilled to help foodservice operators fill their tabletop caddy with a full portfolio of zero calorie sweeteners with nationally recognized brands,” says Yann Kervoern, Merisant vice president, general manager, Americas. “Strong consumer awareness and broad foodservice distribution allowed us to extend the Equal brand equity into additional pink and yellow offerings, and to offer Pure Via at a very competitive price.”

The proprietary research also revealed the most important factors among foodservice operators when selecting a zero calorie sweetener.

“Foodservice operators told us loud and clear that price and national brand recognition were paramount,” says Bill Buehner, director of Foodservice Sales for Merisant. “The new Equal portfolio proposition delivers a nationally branded, single-source solution that reduces operator food costs and helps to streamline their operations. The switch will also satisfy their patrons’ sweetener preferences without compromising their sweetener offering.”