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Coke and Cargill (American giant of the food-processing industry) revealed these last days to have cooperated secretly during several years to work out a new sweetener extracted from stevia which could allow them to develop new products.
The objective for both companies is to bring to the consumer a new 100% natural sweetener and so to benefit from a new axis of communication around their sweetened products.
The first countries in which would be launched the new products will be those where stevia is officially considered as a food. The first products could be launched on the market before one year. For other countries (in the foreground of which the USA and the EU), both companies intend to weigh of all their weight to gain the necessary authorizations.
There is thus hardly to bet that with two new actors of this size, stevia is likely to become a celebrity in a near future. Wait and see...
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