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Cavalier Berries Dark, 40g Bar
A "Cavalier" chocolate bar, type Berries Dark, with stevia instead of sugar. Cocoa solids: min. 80 percent.
It-No:    7758
Price:    1.95€ (4.88€/100g)
incl. VAT, excl. shipping
GBP:    £1.72

 
Sweet-Switch Double Choc Brownies, 185g
Sugar free chocolate chip brownies, sweetened with maltitol.
It-No:    9924
Price:    2.95€ (1.59€/100g)
incl. VAT, excl. shipping
GBP:    £2.60

 
Stevia worldwide
In this section you can find information about the usage of Stevia rebaudiana in selected countries. The country booklets were prepared with the kind support of students of the Martin Luther University in Halle-Wittenberg. They can be read in PDF format or as simple browser versions. Adobe Acrobat Reader is required to read the PDF versions. You can download the newest version of this product for free by clicking here
United States of America
Stevia in the focus of large-scale enterprises

written by S. Stolzenburg

In the United States of America, stevia has been known since the nineteen-twenties. However, it took until the eighties before the stevia trade boomed - but then, the boom was extensive. Especially as a sweetener, the plant became loved.1

After several producers of herbal tea, Unilever and its Lipton brand among others, began to use stevia in their tea blends, there was an anonymous complaint which targeted on disparaging stevia as an unacceptable food. The complaint was based on a study which was ordered by Monsanto, a seed manufacturer who owned a subsidiary enterprise named "NutraSweet" from 1985 to 2000. NutraSweet was (and is) the patentee of the synthetic sweetener Aspartame which competes with stevia-based sweeteners. This study has been disproved by other research works, and it is said that it was prepared with dubious researching methods.2 However, the complaint resulted in a ban on the sale of stevia. This ban was enforced by the Food and Drug Administration (FDA). Moreover, the whole import of stevia into the United States was forbidden on 27th May of 1991.3

In the first half of the nineties, three petitions which asked for the recognition of stevia as a safe food were filed to the FDA. One of these requests was filed by the American Herbal Products Association (AHPA).4 All three petitions were refused because of one reason: there were not enough studies to show the innocuousness of stevia and its components.5

In autumn 1994, the US-American Congress passed the "Dietary Supplement Health and Education Act" (DSHEA). This was a combination of new laws which (amongst other things) allowed the sale of stevia if it was marketed as a "dietary supplement".6 Stevia still remained forbidden when it was marketed as a "food ingredient", but as a "dietary supplement" the same product was purchasable without a problem from then on. At the same time, it was forbidden to call it a "sweetener" or a "flavour enhancer".7 Despite of that confusing legal situation many people began to use stevia as a sweetener again. Henceforth, stevia was once again sold in organic food shops and health food shops.1

In the year 2007, the stevia market gained momentum. The Coca-Cola Company decided in collaboration with Cargill Inc. to sell stevia based sweeteners with the brand name "Truvia". Amongst other things, "Truvia" was meant to be an ingredient for Coca-Cola's own beverage brands. To secure a safe position in the market, the Coca-Cola Company applied for 24 patents on the use of stevia in beverages. At the same time, Cargill Inc. applied for several patents on the use of stevia in groceries like yoghurt, ice cream and cereals. Since both companies yearned for the abrogation of the remaining trade barriers on stevia in the United States, the Coca-Cola Company examined clinical studies to fix the FDA up with the missing information about the innocuousness of stevia.8

In May 2008, Cargill Inc. took the plunge and filed for the release of the stevia sale and the declaration of innocuousness. The FDA decided in favour of Cargill Inc., but the decision did not affect the sale of stevia in general. Henceforth, individual products were legalised. Since then, Cargill Inc. has sold the sweetener "Truvia" in the United States as a tabletop sweetener and also as a food additive in several groceries.9

After the Coca-Cola Company had set the benchmark, PepsiCo. as their biggest rival had to succeed. In collaboration with the producing enterprise PureCircle they developed their own stevia based sweetener by the name of "PureVia". In December 2008, "PureVia" received FDA permission to be marketed. Immediately, PepsiCo. announced three new beverages with "Fuji Apple Pear", "Black & Blue Berry" and "Yumberry Pomegranate" flavour. All of them were meant to be sweetened with stevia.10
Bibliography
1 Caltvedt, Sonia und Rourke, Kerrin [2006]: "The Changing Market for Stevia", Online source (accessed on 1th September 2009)
2 Mühlbauer, Peter [2008]: "Machen Patente einen Süßstoff weniger gefährlich?", Online source (accessed on 1st September 2009)
3 U.S. Food and Drug Administration [2005]: "Import Alert. Automatic detention of stevia leaves, extract of stevia leaves, and food containing stevia", Online source (accessed on 1st September 2009)
4 Pendergast, William R. [1991]: unlabelled petition of the American Herbal Products Association to declare stevia an harmless food, Online source (accessed on 1st September 2009)
5 Center for Science in the Public Interest [2000]: "Stevia: Not Ready For Prime Time", Online source (accessed on 1st September 2009)
6 McCaleb, Rob [1997]: "Controversial Products in the Natural Foods Market", Online source (accessed on 1st September 2009)
7 Simonsohn, Barbara [2008]: "Stevia. Sündhaft süß und urgesund", Oberstdorf 2008, page 68
8 Etter, Lauren und McKay, Betsy [2007]: "Coke, Cargill aim for a Shake-Up in Sweeteners", in: "The Wall Street Journal", 31st May 2007
9 Clark Tucker, Ann [2008]: "Cargill Receives Official Notification from FDA Supportig the Safety of Truvia™ Rebiana"
10 Anonymous [2008]: "F.D.A. Approves 2 New Sweeteners", in: "New York Times", 18th December 2008, page B7
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