Whole Earth Sweetner Co.

New Sweet Simplicity™ sweetener offers an all-natural, guilt-free way to treat your taste buds

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Chicago, 22nd June, 2006—Americans are constantly looking for ways to indulge their sweet tooth without having to worry about calories. New Sweet Simplicity™ sweetener, a zero-calorie, all-natural sweetener, is the perfect solution for health-conscious consumers who want a natural alternative to zero-calorie sweeteners available on the market today.

Sweet Simplicity™ sweetener is a proprietary blend of all-natural ingredients, including erythritol, a sugar alcohol found in grapes, pears and some soy products; the fruit sugar fructose; and natural flavors.

Sweet Simplicity™ sweetener contains no preservatives, artificial flavors or colors, and its ingredients are certified nongenetically-modified and kosher. Sweet Simplicity™ sweetener is a great new option for consumers who are concerned about health issues such as diabetes and obesity.

"Some people mistakenly believe that certain low-calorie sweeteners are natural, but Sweet Simplicity™ sweetener is the real deal," said Chef Stephanie Green, registered dietitian, culinary chef and owner of Nutrition Studios, a nutritional consulting firm. "New Sweet Simplicity™ sweetener is an all-natural, smart choice for people looking for a way to indulge with zero calories per packet."

Chef Green offers the following tips to lower daily caloric intake without compromising on taste.

• Sweeten Summertime Cocktails: Sweeten your favorite chilled cocktail by rubbing the rim of your glass with a citrus fruit like a lemon, lime or orange. Turn the glass upside down; dip the moist rim onto a plate of Sweet Simplicity™ sweetener to coat for just the right amount of sweetness.
• A Spoonful of Sweetness: For a quick, healthy and refreshing snack, sprinkle one packet of Sweet Simplicity™ sweetener over a bowl of frozen fruit, like berries and bananas. Sweet Simplicity™ sweetener is a smart choice for adding sweetness to your favorite foods.
• Perfectly Natural Substitution: For your next summer soirée, swap out sugar for Sweet Simplicity™ sweetener when making a homemade dry rub seasoning or baked beans. Sweet Simplicity™ all-natural, zero-calorie sweetener allows you to replace sugar while reducing calories.

"Sweet Simplicity™ sweetener recognizes the need for an all-natural, zero calorie sugar substitute," says Dan de la Cruz, Director of Marketing for Whole Earth Sweetener Co. "We are committed to offering a product that allows consumers to indulge in their sweet tooth, while making a choice that also fits into a healthy style of life."

Sweet Simplicity™ sweetener can be used in place of sugar in both hot and cold beverages, as well as sprinkled on cereal and fruit. Specially created recipes developed by the Whole Earth Sweetener Co. will be available soon at SweetSimplicitySweetener.com.

Available for purchase at natural/specialty retailers such as Whole Foods Market® and Wild Oats® as well as on SweetSimplicitySweetener.com in 30-packet cartons for a suggested retail price (SRP) of $9.99.

About Whole Earth Sweetener Company

Whole Earth Sweetener Company LLC, a wholly owned subsidiary of Merisant Company, is dedicated to the creation of all-natural foods and beverages that taste great and can be part of a healthy style of life. Sweet Simplicity, the first sweetener brand developed by Whole Earth Sweetener Company LLC, is perfectly sweet and perfectly natural, the delicious way to have it all.