Cargill Launches Multimillion-Dollar Truvia Ad Campaign

MINNEAPOLISCargill is launching a new multimillion dollar multimedia advertising campaign for its Truvia natural no-calorie sweetener, designed to connect with consumers on an emotional level by talking to consumers about their relationship with sweetness.

"As the No. 3 sugar substitute, Truvia natural sweetener has achieved an 8.2 percent share of U.S. retail sales of the sugar substitutes category, surpassing Merisants Equal® (aspartame)," said the company, quoting ACNielsen data.

According to Cargill, there are currently more than 20 beverage and food products containing Truvia rebiana, which is made from the leaves of stevia, including Glaceau vitaminwater 10 and vitaminwater zero, Coca-Cola Sprite® Green, Kraft Crystal Light Pure Fitness® and Breyers YoCrunch® 100 Calorie Pack.