WHOLE EARTH SWEETENER CO. OFFICIALLY LAUNCHES NATIONWIDE A FULL RANGE OF NATURALLY SOURCED, CAREFULLY CRAFTED, ZERO- AND LOWER-CALORIE SWEETENER OPTIONS

All Products Now Available at more than 11,000 Grocery Locations Nationwide, as well as at Starbucks® Stores and Online via Amazon.com

CHICAGO (Sept. 6) – Today, Whole Earth Sweetener Co. officially launched its full range of naturally sourced, carefully crafted, and blended zero- and lower-calorie sweetener products. As part of the launch, the company announced that Starbucks has chosen Whole Earth Sweetener Co.’s Nature Sweet® as the company’s first stevia-based sweetener to be served at U.S. and Canada Starbucks locations. Whole Earth Sweetener Co.’s full line of products is available at 11,000 retailers across North America, including Kroger, HEB, Jewel Osco and online from Amazon.com. This launch signifies a major step toward meeting consumer demands for healthy lifestyle options, including consuming naturally sourced ingredients, and cutting down on sugar and calories.

“Consumers are seeking new options to reduce their sugar intake but are reluctant to sacrifice taste or switch to artificial sweeteners. Whole Earth Sweetener Co.’s line of products is the solution to consumers has been waiting for: zero and low calorie, non-GMO and containing naturally sourced ingredients blended into a new line of sweeteners that taste great. Our brand offers consumers a variety of products to help them maintain their healthy lifestyles,” said Giuseppe D’Alessandro Chief Marketing Officer, Whole Earth Sweetener Co. “We are so proud to offer Nature Sweet packets at Starbucks stores across North America, as well as other key retailers, like Kroger and online through Amazon.com.”

Nature Sweet packets with stevia and monk fruit are made from non-GMO ingredients, boast zero calories, and enhance your coffee, tea, cereal, or fruit with a pure, undeniable sweetness that consumers will love with the first taste.

“Starbucks has chosen Nature Sweet, a great tasting stevia-based sweetener, which gives our customers one more way to customize their favorite coffee, tea and handcrafted beverages,” said Nick DeJulio an Espresso Brand Manager for Starbucks.

Whole Earth Sweetener Co. is continuously rethinking how to source ingredients from nature and carefully blend them to bring consumers an extensive line of great-tasting, lower-calorie sweeteners. The company’ lower calorie alternatives are Baking Blend, Turbinado Raw Cane 50, Honey 50, and Agave 50. For those looking for just one squeeze of zero-calorie sweetness in their beverages, Whole Earth Sweetener Co. also offers Monk Fruit Juice Concentrate.

The company announced today that Whole Earth Sweetener Co. products are available at participating Starbucks locations and from over 11,000 stores across major retailers in 45 states nationwide, as well as on amazon.com. 

Whole Earth Sweetener Co. products can be used in a variety of beverages, snacks and baking recipes, which can be found at www.wholeearthsweetener.com. Or purchase at https://www.amazon.com/l/9494552011

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About Whole Earth Sweetener Company

Whole Earth Sweetener Co.’s passionate sense of curiosity and relentless pursuit for innovation led the company to use ingredients sourced from nature which are crafted and manufactured into a great tasting line of lower calorie, non-GMO sweeteners that you can’t find anywhere else. Whole Earth Sweetener offers great tasting, zero calorie sweeteners such as Nature Sweet® and Monk Fruit Juice Concentrate as well as Baking Blend, Turbinado Raw Cane 50, Whole Earth Sweetener Honey 50 and Whole Earth Sweetener Agave 50. Consumers can choose the great taste of Whole Earth Sweetener products as part of a healthy lifestyle—and that is something that consumers, health professionals, and food producers can truly feel good about.

For more information, visit www.wholeearthsweetener.com.


CELEBRITY BAKER BUDDY VALASTRO PARTNERS WITH WHOLE EARTH SWEETENER CO. TO RETHINK SWEET

Brand Ambassador Buddy Challenges Consumers to Use Great Tasting, Lower Calorie Sweeteners as Part of a Healthy Lifestyle

NEW YORK & CHICAGO (Sept. 12) – Whole Earth Sweetener Co. today announced a new partnership with celebrity chef, entrepreneur and television personality Buddy Valastro on a campaign to “Rethink Sweet.” The renowned Carlo’s Bakery owner – famous for delicious pastries, desserts and cakes – is a fourth-generation baker, whose family is highly dedicated to quality and excellence. Buddy will serve as the official brand ambassador for the new line of zero- and lower-calorie sweeteners, and will work to help his fans make healthy lifestyle choices, without compromising on taste. Buddy will share his culinary expertise this fall and into the holiday season, along with all-new, original and seasonally festive recipes for mouthwatering treats using Whole Earth Sweetener Co. products. Even the average baker will delight in Buddy’s easy-to-bake treats, which taste great but have lower calories than their traditional versions.

“With the Food and Drug Administration establishing a Daily Recommended Value of 50 grams for added sugars, consumers are changing the way they look at food and how they eat, without sacrificing taste,” said Gio D’Alessandro, Chief Marketing Officer at Whole Earth Sweetener Co. “Whole Earth Sweetener Co. is thrilled to partner with Buddy Valastro to help consumers Rethink Sweet. The only thing sweeter than Buddy coming on board as brand ambassador are the delicious recipes and baked goods we plan to share with consumers in the coming months using our lower calorie Whole Earth Sweetener line.”

“No matter what the recipe, any baker can do wonders in the kitchen with some good ingredients and an upbeat attitude!” said Whole Earth Sweetener Co. Brand Ambassador Buddy Valastro. “As a fourth-generation baker, quality and taste are a top priority, and Whole Earth Sweetener Co. uses ingredients sourced from nature, like stevia and monk fruit, which are crafted and manufactured into a great tasting line of lower calorie sweeteners that you can’t find anywhere else. Not only do Whole Earth Sweetener Co. products taste great, they also let you indulge in the sweet foods you crave and love, but with fewer calories.”

Today’s announcement kicks off a nationwide tastemaker tour, including two conference appearances this fall, where Buddy will be available for select media interviews.

  • Disney’s Epcot Food & Wine Festival in Orlando, his 11th annual appearance
  • International Baking Industry Exposition (IBIE) in Las Vegas from Oct. 8 – 11

Whole Earth Sweetener Co.’s range of products is now available in 45 states from more than 60 select retailers and on amazon.com.

About Buddy Valastro and Carlo’s Bakery

Carlo’s Bakery, featured on the TLC hit show Cake Boss, is known for its delicious pastries, desserts and cakes. Carlo Guastaffero originally opened the family bakery in 1910, and Bartolo Valastro Sr. acquired it in 1964. Since the untimely passing of Bartolo Sr. in 1994, matriarch Mary Valastro and her children Grace, Maddalena, Mary, Lisa, and master baker Bartolo Jr. “Buddy” Valastro have expanded the business with the help of their spouses. Buddy is a fourth-generation baker, whose father taught him everything about baking and running a business. Today, Carlo’s Bakery has 13 locations throughout the U.S., in addition to a 55,000 sq. ft., state-of-the-art facility in New Jersey, where Valastro and his team create thousands of wedding cakes, specialty cakes and delicious Italian pastries. NBC’s Today Show viewers voted his design as the best cake in America, and his award-winning cakes have been featured in countless bridal and baking magazines, such as Modern Bride and The Knot. For more information, visit www.carlosbakery.com.

About Whole Earth Sweetener Co. LLC

Whole Earth Sweetener Co.’s passionate sense of curiosity and relentless pursuit for innovation led the company to use ingredients sourced from nature which are crafted and manufactured into a great tasting line of lower calorie, non-GMO sweeteners that you can’t find anywhere else. Whole Earth Sweetener offers great tasting, zero calorie sweeteners such as Nature Sweet® and Monk Fruit Juice Concentrate as well as a line of products that have 50% fewer calories per serving than their traditional counterparts: Baking Blend, Turbinado Raw Cane 50, Whole Earth Sweetener Honey 50 and Whole Earth Sweetener Agave 50. Consumers can choose the great taste of Whole Earth Sweetener products as part of a healthy lifestyle—and that is something that consumers, health professionals, and food producers can truly feel good about. Whole Earth Sweetener Company LLC 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 100 countries.

For more information, visit www.wholeearthsweetener.com.

Contact: Maureen Shanahan | mshanahan@skdknick.com

For media inquiries, give us a call at 212-561-8730 or send us an email at wholeearth@skdknick.com.