Truvia is the second best-selling sugar substitute in the United States, most likely because the deceptive marketing is targeted at those who want to make healthier, less artificial choices. This is just the next volley of propaganda in which Big Food attempts to deceive the public into believing their processed food-like substances are actually food. Sales of Truvia in 2014 exceeded $400 million.
Cargill, a privately held, multi-billion dollar corporation, was the driving force behind getting FDA approval of the sweetener Truvia , despite evidence that it might not actually be safe in its processed form. Cargill is also a major player in the meat industry (with all of its unspeakable feedlot horrors) and has been subject to numerous food safety recalls over the past few years due to contaminated meat. Cargill, that bastion of food safety, was the driving force behind the FDA’s decision to switch the status of stevia from a “supplement” to a food that is “generally recognized as safe”.
Cargill wasn’t alone, however. Big Food joined forces, since diet soda sales have plummeted over the past 10 years. According to the Wall Street Journal, the sale of low-calorie soft drinks has declined by billions per year over the past decade, as consumers became aware of the potential risks of neurotoxic artificial sweeteners.
So, to combat those health concerns, Coca Cola produced Truvia and Pepsi produced PureVia.
Truvia is actually made mostly of erythritol, a sugar alcohol derived from genetically modified corn. Only 5% of the compound is actually derived from the stevia plant.
Despite the fact that erythritol is made from corn, and most corn is GMO, the Truvia website provides the strangest dance of denial I’ve witnessed in quite some time. They seem to feel that since it’s just derived from corn, then processed like crazy, that the origin of the corn has no bearing on the end product. Here’s what the website says, which sure sounds to me like GMO corn is used:
Truvia, for all its gushing propaganda, contains less than 5% of anything even derived from the stevia plant, much less actual stevia.