Zanna McFerson, president of the International Stevia Council, said the natural zero-calorie sweetener has "fundamentally changed the sweetener market" since it was approved in 2008 for use in food and drinks. Stevia and products made with stevia can now be found in more than 56 million U.S. households, she said. In Europe, the sweetener is not yet approved for use in all product categories, which McFerson said is a goal for the ISC.