Beverage Enhancing ‘Drops’ Offer Great Tasting, Convenient and Custom Solution for Hot and Cold Beverages

Chicago, IL (March 5, 2014) Whole Earth Sweetener Company LLC today announced the launch of new Pure Via® Liquid Sweeteners in two delicious varieties: original (stevia) and vanilla.  The zero-calorie liquid sweeteners, which are naturally sweetened with stevia, are packaged in portable ‘no drip’ bottles designed for on-the-go consumers.

The beverage enhancers category has experienced double-digit unit sales growth (+24%) at retail in 2013[1], driven largely by consumers looking to personalize their beverages.  Pure Via® Liquid Sweeteners offer a great-tasting solution that dissolve quickly and add natural sweetness and flavor to hot and cold beverages, including coffee, tea and iced tea.  The no-drip lid means no messes.  The sweeteners are especially convenient for use in food service channels, like coffee shops and restaurants, where stevia sweeteners aren’t yet widely available.

“Consumers are demanding flavor, personalization and convenience in every aspect of their lives,” said Cheryl Gill, Director, North America Marketing, Whole Earth Sweetener Company LLC.  “Pure Via® Liquid Sweeteners deliver a great-tasting, zero-calorie custom solution for their favorite hot and cold beverages.”

The 1.62fl oz. bottle, which provides 48 servings, fits easily in a purse, backpack, pocket or gym bag, offering a ‘sweet’ convenience anywhere consumers go.  A simple double click of the easy-squeeze bottle delivers one serving (2ml) and a clean, sweet taste.

Pure Via® Liquid Sweetener joins a family of Pure Via® tabletop sweetener products including Pure Via®, an all-natural, Non-GMO, zero-calorie sweetener made from the sweetest, best-tasting part of the stevia leaf, and Pure Via® Turbinado Raw Cane Sugar & Stevia Blend, a low-calorie alternative to regular sugar that combines turbinado sugar and stevia plant extract.  Consumers with a sweet tooth can use both options like sugar to make foods and beverages taste naturally delicious.  They simply spoon, sprinkle, dip or mix the sweetener in coffee, tea and iced tea or in their favorite recipes.  A sweet addition to a healthy lifestyle, both blends are kosher and suitable for individuals with gluten intolerance.

Pure Via® Liquid Sweeteners (original and vanilla) are now available nationwide at local grocery, club and drug stores in 1.62fl oz. (48ml) bottles for a suggested retail price of $2.99, which may vary by market.  The brand will also launch a hazelnut flavor in July.  Discover more at, and like or follow the brand at and

About Pure Via®

Pure Via® is an all-natural, zero-calorie sweetener made from Rebaudioside A (Reb A), the sweetest, best-tasting part of the stevia leaf.  Reb A is generally recognized as safe (GRAS) according to the U.S. Food and Drug Administration.  Handcrafted to be perfect in coffee, Pure Via® is available in 40- and 80ct. boxes for a suggested retail price of $2.49 and $4.29, respectively.  You can purchase Pure Via® in the sweetener aisle at grocery, club and mass merchandise stores across the U.S.  Pure Via® is a trademark of Whole Earth Sweetener Company LLC, for tabletop sweeteners.  The ingredients in Pure Via are produced without bioengineering.

About Whole Earth Sweetener Company LLC

Whole Earth Sweetener Company LLC is committed to providing natural sweeteners and to helping people eat better and live healthier, more fulfilling lives.  Formed in 2006, Whole Earth Sweetener Company LLC launched its first all-natural sweetener brand, Sweet Simplicity®, in 2007, and the company continues to develop products that are perfectly natural and naturally pure.  Whole Earth Sweetener Company LLC is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners, with sales in over 90 countries.  For more information, visit

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[1] IRI, Liquid Beverage Enhancers, Latest 52 Weeks Ending 1/26/14 versus YAG

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