Celebrity Chef Endorses Truvia® Nectar as Part of "Use It Where You Use Honey" Campaign
MINNEAPOLIS, Oct. 3, 2016 /PRNewswire/ -- Truvia® has partnered with celebrity chef, media personality and The New York Times™ bestselling author Devin Alexander to serve as spokesperson for the brand. To kick off the "Use It Where You Use Honey" campaign, Alexander created a series of recipes featuring Truvia® Nectar, a stevia sweetener blend with honey that has all the sweetness of honey with half the calories.
Truvia® Nectar is the newest addition to the Truvia® line of great-tasting sweeteners made with stevia leaf extract, the sweetest part of the stevia leaf. Launching nationally in October, Truvia® Nectar is ideal for use in foods and beverages where honey sweetness is desired with fewer calories. It can be used anywhere honey is used, including hot and cold beverages, oatmeal, yogurt, fruit, baked goods and consumers' favorite recipes. Truvia® Nectar is the perfect way to replace honey's calorie content without replacing its sweet taste and is a great option for those looking to manage their calorie and sugar intake without sacrificing sweetness. The honey category has been growing at a 5 percent clip annually for the past three years1, which is striking for a sweetener that has been used for thousands of years.
As the voice of Truvia®, Alexander will create and share her original recipes, make personal appearances at special events and provide content on the brand's social channels.
"Devin's philosophy of food and life fits perfectly with everything the Truvia® brand stands for – life with less sugar can be just as sweet," said AJ Aumock, global marketing leader, Truvia®.
A unique approach to reduced-calorie cooking
Having maintained a 70-pound weight loss for close to 30 years, Alexander's unique approach to clean cooking and her motivational personal story have landed her numerous appearances on weight loss and fitness shows, including her role as the chef for NBC's "The Biggest Loser."
In addition, she has served as host of "Healthy Decadence" on Discovery Health and Fit TV; hosted "America's Chefs on Tour" on PBS; and made frequent appearances on "The Today Show," "Good Morning America," "Dr. Oz" and more. She is the author of "The Most Decadent Diet Ever," the The New York Times™ bestselling "The Biggest Loser" cookbook series and more than 500 magazine feature articles.
She served on the advisory board of the American Culinary Foundation's Chef Child Foundation and was the go-to chef on the topic of obesity in America for the Larry King Foundation. Devin is an ambassador to the American Diabetes Association.
"I've always believed that you don't have to deprive yourself to be fit and lead a healthy lifestyle, and I'm delighted to help show people how Truvia® Nectar can help them use less sugar and still enjoy their favorite foods," Alexander said.
Bringing Nectar to the people
In addition to a robust partnership with Devin Alexander, Truvia® launched a surround campaign to support the expanded availability of Truvia® Nectar. The "Use It Where You Use Honey" efforts are digitally focused, including: 15- and 30-second digital videos, banner ads to run on food and lifestyle websites, Pandora® Radio ads and a Truvia® Nectar microsite highlighting recipes and tips.
Truvia® Nectar is available at select retailers nationwide. Visit Truvia.com/Nectar for more information and to find Devin Alexander's recipes, such as No Bake Pumpkin Cheesecake with Truvía® Nectar with a Candied Pecan with Truvía® Baking Blend topping.
About the Truvia® Business
Truvia® offers a complete line of great-tasting zero-calorie sweeteners, reduced-sugar baking blends, and a new stevia sweetener blend with honey encouraging "Life With Less Sugar is Just as Sweet." Truvia® Natural Sweetener, made with the best tasting part of the stevia leaf, is No. 1 in its category of zero-calorie natural sweeteners in the U.S. and is also available to consumers in Europe, Latin America and Canada. Truvia® stevia leaf extract is also a versatile sweetening ingredient used to reduce calories and sugar in foods and beverages. Truvia® uniquely manages its stevia supply chain from Field to Table having established a global agricultural standard for stevia. For more information, visit www.truvia.com.
1 AC Nielsen Latest 52 Weeks Ending 27 August 2016
Contact: Katie Ruesgen, 212-494-8607, Katie.Ruesgen@spongpr.com