PureVia Plays Up Its 'Natural' Roots

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One of the major competitors in the stevia category, PureVia, today announced a campaign highlighting the “naturalness” of its zero-calorie sweetener.

The campaign, via marketing agency TracyLocke, shows former professional volleyball player Gabrielle Reece holding a strawberry sprinkled with PureVia and stevia leaves wrapped around her body. Above her signature is the phrase: “I take my sweetener au naturel.”

Another ad shows Reece holding a coffee mug in her hand and the text: “Using an artificial sweetener is not in my nature.”

Parent company Whole Earth Sweetener Co.

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