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Formulation and positioning equally important for stevia success, says Cargill

By Caroline Scott-Thomas , 23-Nov-2012
Last updated the 23-Nov-2012 at 12:34 GMT

Focus on formulation and target audience, says Cargill
Focus on formulation and target audience, says Cargill
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How manufacturers incorporate stevia into new products and how they position products with consumers are equally important for market success, says Cargill's sales director, health products for EMEA, Olivier du Chatelier.

Speaking to FoodNavigator at the recent HiE trade show in Frankfurt, du Chatelier said that stevia was not a drop-in solution. Food manufacturers need to revise the entire food matrix every time they reformulate, taking texture, taste and macronutrient balance into account.

In addition, new products must be targeted toward the right audience to ensure success, he said. Cargill has conducted its own consumer research, which splits consumers into several categories, including one that it says is ideal for stevia launches, dubbed 'naturally splendid'. These consumers care about calorie content but prefer to avoid artificial ingredients.

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