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Truvia is a stevia-based sugar substitute developed jointly by The Coca-Cola Company and Cargill. It is currently distributed and marketed by Cargill as a tabletop sweetener and as a food ingredient. Because it comes from the stevia plant, Cargill classifies it as a natural sweetener in addition to being a non-nutritive sweetener. It is made of rebiana, erythritol, and natural flavors. Since its launch in 2008, Truvia natural sweetener has become the second best-selling sugar substitute in the United States, surpassing both Merisant's Equal and Cumberland Packing Corporation's Sweet'n Low. Nonetheless, the top-selling sugar substitute Splenda retains approximately 60% market share. Truvia competes against PepsiCo's PureVia brand of stevia-extract sweetener.
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