Whole Earth Sweetner Co.

Sweet Simplicity® sweetener offers all-natural, guilt-free indulgence in new bulk canister

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Chicago, October, 2007—Ideal for those watching their weight or looking for a natural alternative to sugar without all the calories, Sweet Simplicity® sweetener lets consumers indulge their sweet tooth without compromising on taste. Now, new Sweet Simplicity® bulk canisters make it more convenient than ever to enjoy the benefits of all-natural, zero-calorie per serving sweetness, whether sprinkling on a teaspoon over a bowl of cereal or baking key lime shortbread cookies.

Previously only available in 30-packet cartons, the new 1.75 pound Sweet Simplicity® bulk canister offers a resealable top that makes pouring easy. An all-natural alternative to the zero-calorie sweeteners on the market today, Sweet Simplicity® can be used to make lower-calorie foods and beverages so… naturally sweet!

Sweet Simplicity® - 100 percent all-natural

Sweet Simplicity® sweetener is 100 percent natural. It's made from erythritol, fructose and a proprietary blend of natural flavors. Erythritol is a sugar alcohol naturally found in grapes and melons. Similar to making cheese from milk and wine from grapes, erythritol is made through a natural fermentation process, much like other common foods and beverages. All ingredients are certified nongenetically modified and kosher.

"New Sweet Simplicity bulk canisters enable consumers to enjoy the same guilt-free indulgence as before, only now, it's easier for them to use the product both in beverages and when baking," said Sanjay Holay, vice president, marketing & innovation for Whole Earth Sweetener Company. "Additionally, the new packaging's easy-open-top and large number of servings bring both ease and value into kitchens everywhere."

Sweet Simplicity® sweetener is now available in a 1.75lb bulk canister (suggested retail price: $14.99) and in a 30-count box of packets (suggested retail price: $9.99) at select Whole Foods Market®, Wild Oats® and other natural grocers nationwide. For more information about the product and to access Sweet Simplicity's delectable recipes, log on to www.SweetSimplicitySweetener.com.

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, a delicious way to have it all.

Sweet Simplicity is a registered TM of Whole Earth Sweetener Company, LLC © 2007