Overcoming the Labeling Challenges of Using Stevia Sweeteners

For beverage makers, one of the top challenges of using stevia sweeteners is ensuring that product labeling doesn’t get in the way of consumer acceptance. Tate & Lyle can partner with you to overcome this challenge.

As part of a broader cultural shift toward wellness, consumers are choosing beverages with fewer calories and less sugar. This has led to a rise in popularity of beverages with natural sweeteners: 72% of consumers believe plant based natural sweeteners are acceptable. Stevia sweeteners, in particular, are perceived as highly positive.

Many products in the past have been labeled as "steviol glycosides", a term that has low consumer awareness and understanding compared to “stevia leaf extract” or "stevia sweetener". Perceptions of Stevia extract are much more positive and will have positive impact on purchase vs. steviol glycosides. Perceptions of stevia extra is highly positive when it comes to clean label attributes.

Tate & Lyle recognizes the need to appeal to consumers and minimize confusion by making labeling choices that reinforce their understanding of the plant-based origin of stevia sweeteners and motivate purchase.

We guide our customers through their clean labeling options during the product development phase. Using the TASTEVA® M Stevia Sweetener brands as an example, there are a number of different labeling options:

In the United States:

  • Stevia leaf extract
  • Steviol glycosides
  • Steviol glycosides from leaf M
  • Stevia Reb M from leaf
  • Stevia Sweeteners

In the United States and Canada:

  • Purified Stevia Extract
  • Purified Stevia Leaf Extract
  • Stevia Extract
  • Stevia Leaf Extract
  • Rebaudioside M

Additionally, Tate & Lyle can help you explore on pack logo options that will be appealing to consumers and maintain the equity and value of stevia sweeteners broadly. Our research has shown that using a simple on-pack logo to reinforce the sweetener source can be a strong purchase motivator.

For more information, please contact us at stevia@tateandlyle.com.

Disclaimer: The applicability of label claims and the regulatory and intellectual property status of our ingredients varies by jurisdiction. You should obtain your own advice regarding all legal and regulatory aspects of our ingredients and their usage in your own products to determine suitability for your particular purposes, claims, freedom to operate, labeling or specific applications in any particular jurisdiction.

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