Following the European Commission’s approval of “steviol glycosides” as a sweetener in foods and beverages across Europe, many producers will be rushing to reformulate or to release formulas which have been awaiting approval – but the HMT advises CAUTION!

Today if you walked into the street and asked 100 UK consumers about whether they preferred to eat sugar, aspartame or steviol glycosides, what answers would you expect to hear?

The HMT’s Director of Consulting Neal Cavalier-Smith has already addressed this question at a recent Stevia forum – and will be talking again on the subject at an invite only forum at FIE – Food Ingredients Europe – Paris.

For more on our thoughts on how to bring the RIGHT Stevia message to the right CONSUMER, take a look at The Rules of Stevia Marketing.. and if you’d like personal input into your Stevia decisions, don’t hesitate to contact Neal.