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Truvia? Coming soon to supermarkets everywhere.

Today our food is over-processed and contains artificial ingredients and sweeteners. Reading the ingredients labels on most foods in the supermarkets makes me feel illiterate, Dimonowhat? Polyglycolichuh?

Years ago everything contained sugar. Then saccharin (Sweet’N Low) came into vogue as a “dietetic” alternative to plain cane or beet sugar–remember TaB? Then, when that was found to cause cancer the big switch was to aspartame, (NutraSweet or Equal). In 1999 sucralose was introduced to the market and the Splenda symbol appeared on every processed, low calorie food on the market–my husband, until recently used Splenda in his coffee everyday.

So when I heard that Cargill, the company that in March, CondeNast Portfolio listed as one of “The Toxic Ten” (one of the worst corporate polluters in America) and Coca Cola, who has basically put America on an intravenous (IV) line of high fructose corn syrup, were coming out with a new sweetener, you can bet I was a little skeptical. Like we need another zero-calorie, chemical, no-value sweetener on the market.

Well, this new sweetener is called Truvia. Truvia is made of rebiana, a sweetener derived from the leaves of stevia plant. Native to South and Central America, stevia is grown for its sweet leaves. The stevia extract turns out to be more than 300 times sweeter than sugar. Stevia leaves are harvested and dried, and are steeped in fresh water in a process similar to that of making tea. According to Cargill and Coke, Truvia is a natural sweetener. However, what the companies fail to explain is how the steeped leaves then get to the consumer in a bag looking like a table sweetener. It must be processed in some way, no? So I am not sure how natural Truvia really is.

Cargill and Coke are currently waiting FDA approval to sell stevia as a sweetener. It is currently only allowed to be used as a supplement in the U.S. — supplements are not regulated by the FDA, and as such are not widely accepted by the public. Stevia has been used in Japan for over 100 years.

Wanting to know more about Truvia, I jumped on the opportunity to listened in on a “webinar,” (web conference call), with Coke and Cargill last week.

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