Rumors are flying that later this week Coca Cola will introduce to markets three Odwalla brand juices, sweetened with stevia. This despite the fact the the FDA has yet to recognize stevia as GRAS (generally regarded as safe). Why would a fruit juice need any extra sweetener in the first place? But that’s besides the point. There is a lot of money to be made in non-caloric sweeteners (ask the Nutrasweet folks).

What you need to know:

Stevia is a South American Plant from the sunflower family, grown and used by locals for its sweet tasting leaves.
Stevia Extracts are 200-300 times sweeter than sugar, but contain no carbohydrates (calories). This has made stevia a possible alternative to sugar and artificial sweeteners such as aspartame and saccharine.

Studies so far have shown stevia to be safe for use, but some consumer groups, such as CSPI, warn that research in incomplete.
The FDA, which banned stevia products in the early 90’s, later allowed it to be marketed as a dietary supplement, but not as a food additive. There is mounting pressure from the food industry to grant stevia a GRAS (Generally Regarded as Safe) status; this will surely help manufacturers in their marketing. Coke just couldn’t wait any longer. Pespi, with several stevia sweetened drinks of its own, though,  is waiting for the FDA’s blessing.

Internationally, stevia is currently banned for use in food in the EU, Hong Kong and Singapore, but it is allowed in New Zealand and Australian soft drinks.

Stevia Glossary:

Cargill – International food conglomerate headquartered in Minneapolis, Minn. Launching Truvia this week.

Erythritol – a sugar alcohol, a carbohydrate found naturally in various fruits and vegetables. Used in both Purevia and Truvia. It helps them mimic the texture and mouthfeel of table sugar.

Rebiana – the trade name for a stevia-derived sweetener developed jointly by the Coca Cola Company and Cargill. According to Cargill, rebiana is “the best tasting part of the stevia leaf”.

Rebaudioside A - is a chemical compound foudn in the stevia leaf that is responsible for the sweet tatse.

From Purevia.com

PureVia – PepsiCo’s brand name for stevia-based sweetener packs.

From Truvia.com

Truvia – Cargill’s consumer brand of Rebiana-based sweetener packs.

Whole Earth Sweetener Company – A subsidiary of the Merisant Corporation, developed PureVia with Pepsi. Merisant markets Equal, an aspartame artifical sweetener.

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