An entirely different sort of update on FDA actions today: did anyone take notice that the FDA recently issued a “no objection” letter regarding stevia-based sweeteners? This is a an historic move because for many years, the FDA has fought against the US use of stevia, an herb-based sweetener (sugar substitute) “that does not adversely affect blood sugar levels — a boon for diabetics and hypoglycemics!”
Stevia had the misfortune of being relegated to the “alternative foods” and “dietary supplements” aisles rather than standing alongside popular chemical-based sweeteners like Splenda, Nutrasweet, and Sweet ‘N Low.
In mid-December, the FDA finally acquiesced that stevia-based products are “generally regarded as safe” 
(the coveted “GRAS” classification that paves the way for mainstream acceptance). At the same time, the FDA also granted approval to two new products developed by — surprise, surprise — the Coca-Cola Company (Truvia) and PepsiCo (PureVia). Now that the Big Boys are selling stevia-based sweeteners, many are predicting “a flood of new (stevia-based) products in 2009.” Coke and Pepsi are both coming out with new stevia-sweetened diet drinks.
What a coinkydink, ay? Last night the hubby and I were watching a documentary called “Who Killed the Electric Car?” and one of the quotes hit me over the head: Talking about General Motors and the other Automotive Giants, Joseph Romm said: “There’s no question that people who control the marketplace today, … have a strong incentive to discourage alternatives, except the alternatives that they, themselves control.”
Right — which goes a long way in explaining why stevia is suddenly looking good to the FDA, with Coca Cola and Pepsi jumping into the game.
Anyway, this is excellent news for us diabetics and hypoglycemics, as noted. I can personally attest to the fact that stevia is yummy and does not spike your blood sugar. A company called NuNaturals has been kindly sending me samples for a while now, and I am positively hooked on their Liquid Vanilla Stevia Extract — just a few drops in your morning latte, and heaven! Also, their More Fiber Baking Mix adds a nice natural sweetness AND some necessary bulk to gluten-free baked goods.
I can just imagine how delighted and yet how frustrated these “alternative” stevia players – NuNaturals and Sweet Leaf and the like – must feel right now. On the one hand, their product has finally gained mainstream acceptance. On the other hand, you’ve got Coke and Pepsi acting like they invented the stuff. From the Pepsi-backed PureVia website:
“We are dedicated to rewriting the rules of sweet by bringing you and your family perfectly natural and naturally pure ways to enjoy a healthy style of life.”
Special thanks to the FDA.
)
It will be nice to try both Coke and Pepsi’s version/use of Stevia. I have tried Stevia before and have not been impressed because of the overall taste, but since the big boys are starting to play the game I imagine that they are taking Stevia to a whole new level.
Dave
I noticed that both truvia and PureVia enhance the stevia with sugar alcohols; therefore, they are not carbohydrate free nor without the possibility of digestive side effects. For 2 grams of sugar alcohol carbohydrate it will require insulin to cover at least one gram of carbohydrate. One will still need to limit the amount of this sweetener.
This is what bugs me, too… Truvia is not natural… they’ve added sugar alcohols and “natural flavors” whatever that means. They claim the sugar alcohol is “natural”, but so’s high fructose corn syrup! I’ll stick with my pure stevia powder… from the actual plant and not messed-around-with. I steer way clear of sugar alcohols – yech!
I should have known to doubt the big cola companies on this one.
Sorry to be so cynical.
I bought Stevia sweetener packets years ago at Trader Joe’s, before my dx, so I thought Stevia had been out there for awhile. My problem with the packets was the bitter aftertaste. I drink Diet Coke but I use regular sugar in coffee and everything else, and just bolus for it.
I’m a huge fan of Stevia and have been using it for over 2 years now in place of sugar. We have also written extensively about using Stevia on our Lyme disease information website. I’m really glad to see this new classification by the FDA.
Stevia is a natural non caloric sweetener. In fact it’s a small green plant, which grows in Paraguay. Its leaves have a delicious and refreshing taste 10-15 times sweeter than table sugar
[...] FDA: No Objection to Stevia (At Last) [...]
Coke and Pepsi are not the first to be brilliant enough to make a Stevia sweetened soda. A Seattle based company named Zevia, http://www.zevia.com, beat them to it. Zevia started in 2007 marketing their diet soda’s as “carbonated stevia supplement.” There are four delicious flavors including cola, lemon-lime, orange and root beer, all sweetened with stevia. No matter what Coke and Pepsi do, they will never come up with a soda that is completely all natural.
What is stevia in fact?
It is a natural non caloric sweetener. In fact it’s a small green plant, which grows in Paraguay. Its leaves have a delicious and refreshing taste 10-15 times sweeter than table sugar. Meanwhile the stevia extracts (steviosides) have 200-300 times the sweetness of table sugar.
Source: http://www.all-about-beating-diabetes.com/diabetes-and-stevia.html
[...] FDA: No Objection to Stevia (At Last) diabetesmine.com) [...]
I have been using stevia for over 10 years. PURE STEVIA, no maltodextrose, glycose, sugars– by any other name, sugar is sugar, you can call it evaporated cane juice, organic sugar….. But when it comes to stevia in the pure form, it is the ONLY sweetener that does not affect diabetics glycemic index. And, that is just now coming out. I am EXREMELY disappointed in the so called stevia sweetners, truvia, and purevia— READ THE LABEL, maltodextrin! What is the point of using stevia if you are going to add sugar products to it…. it seems defeating to add sugar, to an already natural product that is 300 x sweeter than sugar! As a food addict, and having a diabetic spouse, I caution EVERYONE to please read the label, pure stevia is the best sweetner out there and it doesn’t cause cravings for me, a change in my blood sugar level. Be wary of the imposters that are coming out when it comes to stevia, IT IS INTENDED to be used INSTEAD OF sugar, or why bother with it all?
With a family that has a history of diabetes Stevia has been the best alternative for us. Personally in my own opinion I would not trust the Coke and Pepsi brands. I’ve read that some of the additives they use in their version of Stevia come from genetically modified foods. Personally I don’t want to be a lab rat for these huge conglomerates. And yes the best brand Stevia that I’ve found (i have tried at least 3 of them) is the NuNaturals brand by far no bitter aftertaste.