After years of hemming and hawing, the FDA relents position on stevia
The U.S. Food & Drug Administration (FDA) wields plenty of power about what we can and cannot eat by issuing declarations towards food products that determine whether they are “generally recognized as safe” (GRAS). Some of the most popular sugar substitutes on the market today, including Splenda, Nutrasweet, Sweet ‘N Low, and others have long held this coveted distinction of being “safe” for consumption (although many questions still remain about some of those FDA-approved GRAS sweeteners). But one all-natural, plant-based sweetener has been ignored and relegated to the supplement aisle at health food stores for many years–stevia.
Stevia has been the unwanted stepchild of the sweeteners because it is the only one that is not chemically-based. With more and more people looking to remove chemicals from their diet and focus on natural foods, stevia makes sense. But the stubbornness of the FDA (no doubt influenced heavily by the artificial sweetener companies that don’t want the competition) has presented that from happening–UNTIL NOW!
You’ll recall in May 2007 I blogged about food giant Cargill Foods along with The Coca-Cola Company putting stevia on the fast track for FDA-approval by petitioning them to give consideration to a brand new sweetener. I was privileged to be one of the first people to try this stevia-based sugar alternative in New York City during the summer at a special introductory party for Truvia. I was VERY impressed with the taste of Truvia at the time noting that it was a nice blend of the powerful sweetening ability of stevia complemented by another all-natural, zero-calorie sugar replacement called erythritol.
Truvia hit supermarket shelves in October 2008 alongside the other popular sweeteners. It should come as no surprise that many other companies are getting on the stevia bandwagon and creating their own versions as well, including PureVia and Nuva, for example. And with the FDA putting their stamp of acceptance on these and other stevia products, I can see this becoming one of the biggest food trends especially in the diet industry in 2009.
Cargill received a letter from the FDA earlier this month stating that the agency has no objection to the conclusion of an independent expert panel which reviewed research that rebiana, the main part of the stevia plant used Truvia, is generally recognized as safe (GRAS) for use as a general purpose sweetener. The FDA letter affirms and supports rebiana’s safety and the data used to make that determination. A Cargill spokesman was thrilled with this decision after five long years of development and petitioning to the FDA.
“The FDA brought the appropriate rigor to the process and we are extremely pleased with the news,” the Cargill representative said in a release.
Additionally, the makers of Purvia at the Chicago, IL-based Merisant Company also received a letter from the FDA giving them permission to sell their product to consumers. Merisant CEO Paul Block believes this acceptance of stevia will radically revolutionize the sweetener industry.
“This is a huge day for us, and we have the champagne out,” he said. “This is an enormous innovation for us and a quantum leap for the industry. This is a big part of our future.”
The new stevia-based products coming to stores in 2009
You probably have already seen Truvia on store shelves and I’m sure grocers and chain stores like Wal-Mart are already clearing shelf space for all the new stevia products to come. Purevia is set to be in stores nationwide by the end of March 2009. Purevia will be introduced as a sweetener in the products Sobe Lifewater and Trop 50, Tropicana’s new light orange juice product. Meanwhile, Truvia has been added to a brand new version of Sprite called Sprite Green available this month as well as new flavors of the Odwalla juice drink.
What do you think about this FDA-approval of stevia for the first time ever? Are you concerned about this move or do you think it will open up more opportunities to have natural sugar alternatives sold more widespread? Tell us what you think about in the comments section below.
I have no concerns at all, but I do have a question. With health supplements not FDA regulated, couldn’t stevia technically have been sold as a health supplement and added to drinks like ginseng, etc.?
Sure it could be sold as a health supplement and was as well as featured in some drinks like Zevia, but it could not be listed as a “sweetener.” Strange rules for the nutritional info, but companies danced around it nicely.
–Jimmy
i think it will just sabotage more diets. Lets get sweet free.
I agree long-term that’s the best plan of action, Chris. I’m living proof of it with my current success going “sweet”-free. But for people just starting out with the change from sugar to no sugar, this could be an incredible tool. I hear what you’re saying, but let’s not throw out the good that can come from these stevia-based sweeteners in the interim.
–Jimmy
I saw PureVia in the store and checked the label. Guess what, it contains Isomaltose, as well as stevia and erithrytol.
I beleive Isomalt is just another name for Maltitol or some other sugar alcohol and it definitely gives me the runs. You have to watch everyting very closely.
Truvia is good, no Isomaltose. I’ve been using it and will be glad when I can buy it in bulk rather than just packets.
THANKS Dan! I haven’t seen Purevia on the shelf, but that’s disappointing they put maltitol in it. Yes, isomalt is just another name for this crap. UGH! Will they EVER learn?
–Jimmy
Isomalt(ose) is not the same as maltitol. Different sugar alcohols affect individuals in various ways.
“The common sugar alcohols – sorbitol, mannitol, maltitol, erythritol, and hydrogenated starch hydrolysates – are manufactured from cornstarch. Xylitol, another common sugar alcohol, is manufactured from such sources as corn cobs, sugar cane bagasse (stalk residue remaining after sugar extraction), or birch wood waste. Isomalt and lactitol are becoming more common and are manufactured from sucrose and whey, respectively. Isomalt and lactitol are commonly called bulk sweeteners because their sizes are nearly the same as sugar.”
THANKS Katy! I can’t handle even a little isomalt or maltitol or my tummy is ripped apart.
–Jimmy
Hi Jimmy,
I just wanted to give a little more information on the ingredient Dan is referring to in PureVia. I have a package in front of me and the ingredient is Isomaltulose, which is a dissaccharide. (you can find more info on this at http://en.wikipedia.org/wiki/Isomaltulose . I’ve not had any gastric issues with this product, but to be fair, I’ve not used a lot of it either. Hope that helps a bit!
THANKS Amy! I hadn’t tried Purevia yet, but it wouldn’t have surprised me if they tried to sneak in maltitol. Glad to hear it doesn’t.
–Jimmy
Hi Jimmy – you sure have willpower man, congratulations!
As I understand it from http://www.steviazone.org/stevia-still-banned-fda.html , Stevia is technically still banned by the FDA because Truvia (Rebiana) is only part of the constituents of Stevia: Rebaudioside A.
But yes, I think you’re right in saying that the FDA can’t possibly be holding back Stevia much longer with this decision..
I don’t believe in willpower, Stephen. Just a steadfast resolve to make the best choices for your health. You’re right, technically it’s just Rebiana that’s been approved, not stevia. But that’s like saying they approve of air…you just can’t breathe it. Full endorsement is to come!
–Jimmy
I miss the flavor of Vernors ginger-ale when they used stevia as a sweetener in the regular product, ever since stevia was banned (for lame reasons) by the FDA, they resorted to making a diet version of the beverage. Hopefully Vernors will go back to it’s original formula.
I saw it at Whole Foods the other night. Went to wally world tonite, and could not find it.
There is a product also out there that does not get mentioned enough because they don\’t have deep pockets like Cargill. It is Stevia Extract in the Raw. I have been using it for the last 6 months and love it! I tried Truvia and it taste similliar but it does not have Erithrytol like Trivia does and it was alot less expensive.
Thanks Jen! The only problem with this “in the raw” product is it contains dextrose–SUGAR!
–Jimmy