Whole Earth Sweetner Co.

NEW PUREVIA™ TELEVISION CAMPAIGN BOASTS NATURAL SWEETENER IS PERFECTLY CRAFTED FOR COFFEE;

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Chicago, October 29, 2009 – To build upon its successful print campaign for PureVia™ all natural, zero calorie sweetener, Whole Earth Sweetener Company today announced it is launching a television campaign with network, cable and online components.

JJ Betts, PureVia™ brand director for Whole Earth Sweetener Company, explained the inspiration for the ad: “At Whole Earth Sweetener Company, we embrace the connection between the body, the food we eat, and nature – the PureVia™ ad is designed to celebrate this relationship.”

The 30-second television spot shows a stevia plant growing across a woman’s body, illustrating the natural ingredients of the product. The stevia leaf breaks open to sprinkle PureVia™ into a waiting cup of coffee, and a voiceover explains that PureVia™ is “perfectly crafted to complement the rich, full-bodied flavor of your coffee.” The ads will air on top network and cable shows, including the TODAY show, Early Show, Project Runway and Top Chef. The campaign also extends to online properties. The TV ads will begin airing in October in conjunction with the peak season for coffee and tea and will extend into 2010.

The television campaign is an evolution of print advertisements featuring Gabrielle Reece, the former American professional beach volleyball player, sports commentator, and model, which have recently appeared in leading women’s magazines, including SELF, Allure, Lucky, Gourmet and Bon Appetit. TracyLocke designed both campaigns.

“The PureVia™ TV ad evolves the bold statement we made with the launch of the print campaign,” said Sandy Stein, executive creative director for TracyLocke. “For TV, we use animation to show the stevia plant ‘growing’ across a woman’s body. We literally intertwine the natural sweetener in PureVia™ with her natural beauty.”

PureVia™ hit store shelves in late 2008 and is now available in the sweetener aisles of grocery and mass merchandise stores across the U.S. It is crafted to perfectly sweeten coffee and can also be used to sweeten other hot or cold drinks or sprinkled on cereal, fruit or yogurt.

“Since its launch late last year, PureVia™ has contributed to the category’s 320 percent growth,” added Betts. “Our success attests to the fact that women want natural sweetener options. This new TV campaign will introduce PureVia™ to more people as an easy way to enjoy natural sweetness without all the calories.”

PureVia™ is suitable for diabetics, according to the American Diabetes Association. It is also suitable for individuals with gluten allergies. PureVia™ is offered in 40-, 80- and 300-count cartons for a suggested retail price of $3.99, $6.99 and $15.99, respectively. You can also look for it in the sweetener caddy at coffee shops and restaurants. For more information about PureVia™ visit www.purevia.com. Find PureVia™ on Facebook or follow us on Twitter.

About Whole Earth Sweetener Company

Whole Earth Sweetener Company is committed to providing natural alternatives to sugar and to helping people eat better and live healthier, more fulfilling lives. The company actively supports and is involved in simple and sustainable farming – the best method for promoting agriculture and protecting the environment and farm workers. Formed in 2006, Whole Earth Sweetener Company launched its first sweetener brand, Sweet Simplicity®, in 2007, and the company continues to develop a vertically integrated business that will bring products that are perfectly sweet and perfectly natural from the farm to consumers. Whole Earth Sweetener Company is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners, with sales in over 90 countries..

Note to editors:

PureVia™ is a trademark of Whole Earth Sweetener Company LLC and PepsiCo, Inc. Sweet Simplicity® is a registered trademark of Whole Earth Sweetener Company LLC. Equal® and Canderel® are registered trademarks of Merisant Company and Merisant Company 2 Sarl..