Years of research make Truvia a natural success

04/21/2011 | Fast Company online

The story of how Cargill developed and launched Truvia is one that includes years of research and a campaign aimed at a time-crunched demographic it terms Yoga Mommas. The sweetener is appealing in large part because it is natural, but studies show people tend to eat more of foods they believe are natural, despite marketing that tags the sweetener as an indulgence.

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