Stevia, Truvia, and PureVia

Stevia Plants
In many ways, nutrition mirrors fashion.  There are recycled trends (before hitting it big in 2003, low-carb was all the rage in the ’70s), media hype (Master Cleanse, anyone?), and up-and-comers with potential to become movers and shakers (as recently evidenced by the massive interest in all things coconut). The world of sweeteners – both natural and artificial – is particularly buzzing with activity; today’s post focuses on one of their more controversial figures – Stevia.

Stevia is a perennial shrub with sweet-tasting leaves that has been consumed by native populations in Paraguay for centuries (the plant’s leaves are dried and ground up into a powder which is then added to beverages).  In that sense, true Stevia has a lot in common with honey or maple syrup – it is a minimally processed sweetener.

Stevia has been used commercially in Japan for decades, but was banned in the USA in 1991 following a complaint by an industry group that, to this day, remains anonymous (some suspect that the makers of aspartame were behind the complaint in an attempt to dominate the alternative sweetener market).  Four years later, as a result of the Dietary Supplement Health & Education Act (DHSEA), Stevia was allowed to be sold in the United States as a supplement (rather than a food additive). It’s worth pointing out that between 1991 and 1995, manufacturers submitted various requests to overturn the ban, all of which the FDA struck down citing concerns over Stevia’s safety in some rat studies, which have since been called into question.  More recent studies have shown beneficial effects.

Fast forward to 2008.  By that time, aspartame had been around for a while and concerns about its safety and sketchy approval process had started to make the rounds.  Splenda (sucralose) had been out for a few years, but it too had been hit by some negative press. Case in point – the market was ready for another sweetener. Coca-Cola and PepsiCo, inspired by Stevia, petitioned the FDA to approve rebaudioside-A (Reb-A), an isolated extract from the plant, as a “Generally Recognized As Safe (GRAS)” food additive.  The FDA quickly granted approval.

And, so here we are.  Consumers can now choose between pure Stevia, products like Stevia in the Raw (corn-based carbohydrate dextrose + Reb-A), Coca-Cola/Cargill’s Truvia  (Reb-A + erythritol), and PepsiCo’s PureVia (Reb-A + erythritol + isomaltulose + cellulose powder + natural flavors).  Why the added elements in Stevia In The Raw, Truvia and PureVia?  Well, true Stevia – which, in powder form, looks a lot like catnip — does not taste or look like sugar, and we all know Americans want their sugar substitutes to resemble the real thing as much as possible (at least that’s what market research says).

It is important to point out that the only true natural sweetener is pure Stevia.  All other forms consist of a Stevia extract with added ingredients.

As a nutrition professional, one of my goals is to get people accustomed to lower levels of sugar in their daily life.  Although it has no impact on blood sugar levels, Stevia is 30 to 40 times sweeter than sugar, whereas Reb-A registers as approximately 300 times sweeter.  In that sense, simply replacing a high intake of sugar with an equal amount of Stevia misses the point. I would much rather people train their tastebuds to get used to less sweetness, so they can appreciate the depth of flavors in whole foods.  It takes our tastebuds three to four weeks to get used to lower levels of sweetness (and saltiness); certainly not an overnight change, but one worth making.

Additionally, it is one thing to add some true Stevia to coffee or tea, but processed foods sweetened with it (or its inspired trademarked products) are nevertheless processed foods that offer minimal nutrition.  I find it more beneficial to approach nutrition from a big picture standpoint (ie: a plant-centric, whole-food approach) rather than zoning in on specific sweeteners.

Addendum, October 22, 2011: Here’s Coca-Cola’s patent for manufacturing Reb-A, in a 40+ step chemical process. Hat tip to Bruce Bradley for finding this one!

About the Author

Andy Bellatti, MS, RD is a Las Vegas-based nutritionist with a plant-centric and whole-food focus who takes an interest in food politics, deceptive food marketing, sustainability, and social justice. His work has been published in Grist, The Huffington Post, Today’s Dietitian, Food Safety News, and Civil Eats, among others. He is also the co-founder and the strategic director of Dietitians for Professional Integrity, a group that advocates for ethical and socially responsible partnerships within the Academy of Nutrition and Dietetics. You can read more of his work on his Small Bites blog and can also follow him Twitter and Facebook.

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Michael M
April 30, 2012 6:23 am

I was under the impression that Stevia in the raw was still different from Truvia and Pure Via, because only Truvia and Pure Via are derived from Stevia extract. Yesterday I read that big bag of Stevia in The Raw and I’m almost certain I didn’t read any thing saying from Stevia extract, which I assumed was raw Stevia. My basic mission is to get my hands on Raw Stevia from the plant as a replacement to sugar. I’m sampling all alternatives of sugar since I’m going for a raw diet with no cooked foods. If Stevia In The Raw isn’t the real mcoy where can one get raw Stevia because that Pure Via and Truvia stuff is gross. It doesn’t have to imitate sugar it just has to have a natural sweet taste like honey for example.

april
April 18, 2012 8:22 pm

I have used sweet and low for years and wanted to make a switch since my last lab showed I maybe a border line diabetic. I recently bought Purevia(stevia extract) and started using 1 packet for my coffee versus the 2 sweet and low plus 8 packets of sugar. If I am diabetic is this a good substitute for sugar? I have a sweet tooth and can’t possibly give up sugar cold turkey.

Tara Contessa
April 16, 2012 3:09 pm

My question concerns the amount of Stevia/PureVia/Reb-A and/or erythritol contained in SoBe vitamin water. Is the amount of these sweeteners in this brand vitamin water good or bad?

Pam
March 25, 2012 11:04 am

Hi, I’m a little confused on the this issue. I currently use the powder Stevia (Trader Joe’s brand) which looks like it has additives and isn’t the pure version. Which brand makes the pure version, that’s the one you’re saying is the best correct?
Also, I didn’t see any mention besides the word a couple times on Truvia. I tried that recently (packet version) and it tasted better than Stevia. I only use less than a teaspoon in my coffee every day.

jal
March 16, 2012 8:46 am

I agree with the taste which I find out. The Stevia does not taste good in coffee at all much better in tea.

Lois
February 16, 2012 2:58 pm

Stevia reduces the need for sweets. I use less sweetner and want fewer sweets. It has many health benefits. But, I won’t touch the brands mentioned here. There are side effects to the additives they use. Personally, they upset my stomach. I only use SweetLeaf. I’ve tried the others because they were easier to buy and cheaper – but nowhere near as good as the SweetLeaf brand. I bought the green, raw Stevia from Pioneer. It is more bitter, but it was great in tea. The green didn’t bother me (appearance). I didn’t like it in coffee, though. I don’t cook with it. I haven’t been able to get it to taste right.

Peter
January 13, 2012 11:28 pm

Just letting you know that PureVia has changed its formulation.

It no longer contains erythritol and isomaltulose.

The new formulation for PureVia is: Dextrose, Reb-A, Cellulose Powder, and Natural Flavors.

Steve
Reply to  Peter
July 3, 2016 9:50 am

The current ingredients of Pure Via are Dextrose, Reb-A and Natural Flavors.
http://www.purevia.com/Faq.aspx

Erl
Reply to  Steve
September 27, 2017 10:57 pm

Hi, Is Dextrose, Reb A good or bad ingredients?

marie
December 14, 2011 8:33 am

I really appreciate the explanation as I have been using NuNatural for two years and like it but have been wondering about the new products at stores (truvia, etc).

I have seen Erythritol as an ingredient in some stevia products and wonder what it is and if it is natural, damaging to health, etc?

Megan J.
October 18, 2011 11:14 pm

Sweet leaf is probably the best brand of stevia available. I read an article by the founder not too long ago (I’ll link it if I can find it) and he stated that the only additional ingredient he uses is inulin (for bulk) – otherwise it is true raw stevia. I tried stevia once in my coffee and I wasnt a fan – but it was the Stevia in the Raw packet so maybe it was the extra ingredients that turned me off.

Pam
October 18, 2011 6:02 pm

Thank you so much for this topic. I am a former Diet Pepsi drinker, and I am ashamed to say how much of it I was drinking, but lets just say it was a lot. I switched to drinking flavored white and green teas a while back. I have also really tried to change my diet recently and I am eating as naturally as possible. I started out adding about a tablespoon of stevia liquid (the sweet leaf brand) to 4 quarts of the tea, I am down to half a teaspoon added to the same 4 quarts. I use a few drops in a hot tea, I seem to like it sweeter but drink it mostly during cold weather. Watching my grandmother battle dementia I really wonder how much we are doing to ourselves with all the food chemicals, and I want to try to do something to change… Read more »