Reb-A presents opportunities but also challenges

12/19/2008 | Advertising Age (tiered subscription model)

Coca-Cola Co. and PepsiCo are launching products with proprietary versions of the zero-calorie sweetener Rebaudioside A, known as Reb-A. Some products using the natural sweetener, derived from stevia, are expected to represent a calorie midrange, which might confuse consumers used to either regular or diet drinks.

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