Posted by Sheila Shayon on April 12, 2010 11:11 AM
Kraft Foods is bringing Crystal Light Pure Fitness to market. It is being touted as “the first nationally available low-calorie fitness beverage,” as it uses a new ingredient, truvia, first cousin of stevia.
The sugar substitute, from a plant harvested in Asia and South America, is already used by Coca-Cola in Sprite Green and Odwalla. Since the FDA approved stevia two years ago, the market for foods enhanced by the sweetener has hit the $100 million, and projections are a $2 billion market by 2011 (Mintel).
The new beverage is targeted towards a person who is “very health minded, is looking to avoid artificial sweeteners as much as possible,” says Roxanne Bernstein, Kraft marketing director.Continue reading...