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New Stevia Company Launched

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By: Sean Moloughney

Editor, Nutraceuticals World

Steve May, creator of SweetLeaf brand stevia, has departed from management of SweetLeaf parent company, Wisdom Natural Brands, and has launched a new company called Sweet People, Tempe, AZ. Stevia is a green shrub native to the rainforests of Paraguay that has been used for centuries as a natural, zero calorie, health-promoting sweetener. Sweet People’s stevia represents the next generation in terms of taste, functional benefits, accessibility and product stability. While nearly all stevia in the U.S. is imported from China, Sweet People will be the first to use stevia from its natural roots among the Guarani people of Paraguay. Sweet People will launch its next generation stevia line in early 2008 under its own brand name as well as in private label formats for well known retailers.

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