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    PureVia Sweetener

    Merisant Co.'s wholly owned subsidiary, Whole Earth Sweetener Co., unveiled a new all-natural, zero calorie sweetener called PureVia.

    Merisant Co.'s wholly owned subsidiary, Whole Earth Sweetener Co., unveiled a new all-natural, zero calorie sweetener called PureVia. The sweetener -- developed after four years of research and development -- addresses increasing consumer demand for more pure ingredients in food and beverages, and contains no artificial colors, flavors or preservatives, the company stated. PureVia is made from Rebaudioside A, an all-natural part of the South American stevia plant, which is approximately 200 times as sweet as sugar, the company stated. The Food and Drug Administration recognized the ingredient as safe for use in beverages, foods and tabletop sweeteners, according to the company.

    Whole Earth Sweetener Co., Chicago
    (888) 658-1948; www.purevia.com

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