Grupo Herdez to distribute Truvia calorie-free sweetener in Mexico
The Truvia business has roped in Grupo Herdez for the distribution and marketing of Truvia sweetener in Mexico.
Grupo Herdez, a producer of shelf-stable foods in Mexico, will leverage its local marketing expertise to build consumer awareness through advertising and in-store campaigns.
Truvia business vice president and business director Zanna McFerson said: "With the market opening in Canada, Truvia® sweetener is the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013."
Grupo Herdez chairman and CEO Hector Hernandez-Pons said: "Our strategic agreement with the Truvia® business, the leader in its category, will keep our products relevant to consumers by acknowledging their needs and preferences."
Truvia stevia leaf extract can be found in a variety of beverages and foods, including juices, sparkling beverages, and yogurts, and in brands such as Glaceau's VitaminWater Zero, certain Smucker's Sugar Free Jams and Kraft's Crystal Light Pure.
The calorie-free natural sweetener and Truvía stevia leaf extract are products of Cargill.
Grupo Herdez has 13 plants, eight distribution centers, seven tuna vessels and more than 6,000 employees.