Chicago, IL (January 13, 2014) Whole Earth Sweetener Company LLC today announced that it has launched a new Pure Via® produced with Non-GMO ingredients.  Pure Via® is the first global brand of all-natural sweetener to promote this choice in the United States.  The change affects both Pure Via® and Pure Via® Turbinado Raw Cane Sugar & Stevia Blend.

The new Pure Via® meets a growing demand for Non-GMO products.  According to a recently published New York Times survey, 75% of consumers ”expressed concern about genetically modified organisms in their food.”  Whole Earth reformulated Pure Via® with a Non-GMO dextrose derived from cassava root rather than from corn.  All other ingredients in Pure Via are already Non-GMO and will remain the same.  Packages and sachets of the new Pure Via® will be specially marked with a Non-GMO logo.  In the absence of applicable U.S. laws and regulations on GMO labeling, Whole Earth is following the European Union regulations for what constitutes Non-GMO ingredients and flavors.

Whole Earth is also offering consumers transparency with its Nothing to Hide® approach to “natural”.  Because consumers have different ideas about what “natural” means when it comes to food, Whole Earth has posted on its website the Company’s natural standard and descriptions of how each ingredient in Pure Via® is processed.

“We’re pleased to offer an all-natural tabletop sweetener that is made exclusively with Non-GMO ingredients,” said Cheryl Gill, director, North America Marketing, Whole Earth Sweetener Company LLC.  “Consumers are increasingly looking for Non-GMO products and want to be educated about the foods they consume.  We want to meet their expectations.”

Pure Via® is an all-natural, zero-calorie sweetener this is made with a sweet extract of the stevia plant.  Pure Via® Turbinado Raw Cane Sugar & Stevia Blend is a lower calorie alternative to regular sugar that combines turbinado sugar and stevia plant extract to create a golden brown all-natural sweetener that’s crunchy, sweet and delicious.  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® Non-GMO will be available as of January 13, 2014.  Whole Earth Sweetener Company LLC expects the natural and GMO debate to continue and will seek to meet consumer expectations and offer differentiating benefits.

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About Pure Via®

Pure Via® is an all-natural, zero-calorie sweetener this is 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.

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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