Throughout the week we saw announcements from GLG Life and NXT Nutritionals about Reb A being announced as safe to use in France. What I found most interesting, however, was the announcement from Rabobank and their predictions for Reb A to become a $700 Million (US) industry within the next five years. Granted, they acknowledged there are still “numerous hurdles must still be overcome.”

 

Aside from these announcements and reports, I also noticed a commercial on television for a stevia-based sweetener. I can’t remember off hand which brand it was specifically, but I’m sure it’s just the first of many commercials that will begin over the next few months.

 

This is definitely a product that has picked up a great deal of momentum since the first validated rumblings came of it last year when I first joined the natural products industry. I think that one of the most interesting things to come will be the inevitable battle between beverage giants Coca-Cola and Pepsi when they go forward with their “natural sweetener alternative” versions of their drinks. Will they be the new “New Coke” and… well I can’t remember a flopped Pepsi off the top of my head, except for “Crystal Pepsi” their clear version of cola.

 

However it goes, I can imagine a great deal of people, especially teens, who suddenly believe that drinking a can of soda pop to suddenly be a much healthier alternative.