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Cargill is getting emotional about its stevia-based natural sweetener.
The company today (Monday) unveiled new ads, via Ogilvy & Mather, Chicago, to promote its Truvia brand. The zero-calorie sweetener is part of a fast-growing category, which became popular in late 2008 when companies like Coca-Cola and Pepsi announced plans to launch beverages that use a sweetener derived from the stevia plant. (Coca-Cola, for instance, makes Odwalla juices that are sweetened with Truvia, while rival Pepsi uses a sweetener called PureVia, supplied by the Whole Earth Sweetener Co.)
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