Chicago, IL (September 2, 2014) Whole Earth Sweetener Company LLC today announced that Jewel, the award-winning recording artist and author, will continue to serve as a brand ambassador and spokesperson for Pure Via® in the U.S. and Canada during the upcoming holiday season.

The all-natural, non-GMO*, zero-calorie sweetener continues to partner with Jewel to promote the brand’s “Tune in to Pure” campaign, which encourages consumers to take pleasure in the simple things that make every day sweeter.  It also promotes the use of the natural sweetener used in Pure Via® Rebaudioside A (Reb A), which comes from the sweetest and best-tasting part of the stevia leaf.

The highpoint of the campaign is a free digital cookbook/songbook, which gives consumers immediate access to free downloads of never before released versions of two hit Jewel songs and two of Jewel’s holiday favorites at  The book also offers Jewel’s tips for using Pure Via, delicious recipes, coupons, song lyrics, and Jewel’s own photos.

Jewel’s image will appear on specially marked packages of Pure Via® as well as in the brand’s national advertising and promotional materials: a freestanding insert (FSI), digital banners, consumer sampling, social media and in-store activation.  The packages will also feature download information for the free cookbook/songbook.

“Jewel is a natural fit for Pure Via,” said Cheryl Gill, director, North America Marketing, Whole Earth Sweetener Company LLC.  “She is passionate about living a pure life and using products like Pure Via with no artificial processing, preservatives or color.  Just simple non-GMO* ingredients.”

“Food should be as pure and close to nature as possible,” said Jewel.  “I use Pure Via in my favorite beverages as well as my cooking and snacking because it makes life just a little sweeter – naturally.”

Pure Via® will also host consumer contests and giveaways on the brand’s facebook page, including signed merchandise, posters and CDs.

Look for the Pure Via® packaging featuring Jewel in the sweetener aisle at grocery, club and mass merchandise stores across the U.S.

In addition to Pure Via,® consumers can also enjoy Pure Via® Turbinado Raw Cane Sugar & Stevia Blend, 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 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 non-GMO*, kosher and suitable for individuals with gluten intolerance.

Discover more at or, and on and

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.  Crafted to be perfect in coffee and herbal tea, 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. and Canada.  Pure Via® is a registered trademark of Whole Earth Sweetener Company LLC.

*About Non-GMO

Pure Via® believes that a food or food ingredient is Non-GMO if it is not the product of bioengineering. Bioengineering means the group of applied techniques of genetics and biotechnology used to cut up and join together genetic material and especially DNA from one or more species of organism and to introduce the result into an organism in order to change one or more of its characteristics. Pure Via® believes that food ingredients that are derived from GMO plant material should also be deemed GMO. Pure Via® believes that food ingredients are not GMO if they are produced using enzymes harvested from micro-organisms that are the product of 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

About Jewel

From the remote ranch of her Alaskan youth to the triumph of international stardom, four-time Grammy nominee Jewel, hailed by the New York Times as a “songwriter bursting with talents,” has enjoyed career longevity rare among her generation of artists. Whether alone with her guitar or fronting a band of ace musicians, Jewel has always been a charismatic live performer, earning the respect of other singer-songwriters such as Merle Haggard, Bob Dylan and Neil Young, who, not only invited her to open their shows, but mentored her in the early phases of her career. After a tremendous amount of success as a singer-songwriter and over 27 million albums sold, Jewel released a Greatest Hits album in 2013. She also starred as June Carter Cash in the Lifetime biopic “Ring of Fire,” which earned four Emmy nominations. After joining NBC’s “The Sing Off” as a new judge in 2013 she released her much-anticipated follow-up holiday album, “Let It Snow.”  Fans can follow Jewel on facebook and @jeweljk on twitter


# # #

Share This