As posted by: Wall Street JournalThe Food and Drug Administration has declared a natural zero-calorie sweetener derived from the herb stevia safe for use in foods and beverages, clearing a path for Coca-Cola Co., PepsiCo Inc. and other companies to market it in a variety of products.
Coke will introduce a reduced-calorie version of Sprite, called Sprite Green, and some Odwalla juice drinks with the new sweetener this month. Pepsi will launch three flavors of a zero-calorie SoBe Lifewater next week, and an orange-juice drink called Trop50, containing half the calories and sugar of orange juice, in March. Drinks that could be made using the new herbs include green tea and black tea.
The rush by the two companies reflects the importance they place on being first to market a sweetener that they say is natural, has no calories and tastes good.
The FDA faxed approval letters late Wednesday afternoon to Cargill Inc. and Merisant Co.'s Whole Earth Sweetener unit, which are teaming up with Coke and Pepsi, respectively, to market the sweetener. Both Cargill and Merisant already sell tabletop versions.
Coke and Pepsi hope the sweetener -- called Truvia by Coke and PureVia by Pepsi -- will allow them to create a blockbuster series of new zero- or low-calorie products. PepsiCo Chief Executive Indra Nooyi said earlier this week that she believes the decline in U.S. carbonated soft-drink sales can be halted with new sodas containing a natural, zero-calorie sweetener.
But the soft-drink makers face considerable challenges. Not every beverage tastes good with it: Citrus-flavored products work well, but scientists are still trying to find a way to create the iconic cola taste. The new sweetener is also about three times more expensive than commonly used artificial sweeteners, partly because of its small scale.
Coke and Pepsi are edging into the market slowly for now. Sprite Green, which has 50 calories for each 8.5 ounces and will contain some natural sugar along with Truvia, will be introduced first in Chicago and New York at special events for teens and young adult.
The FDA's decision applies only to a highly purified form of stevia known as rebaudioside A, supplied by other companies to Cargill and Merisant, which have further developed it for tabletop, food and beverage use.
