Case Study: Truvia becomes America’s #1 stevia sweetener with RF|Binder

Truvia wins 7.9% market share with RF|Binder

The customer, Truvia, faced the challenge of launching the stevia sweetener category in the U.S. with virtually no consumer awareness in 2008. They engaged the vendor RF|Binder to develop core messages, conduct stakeholder outreach, and build plans to educate the market on the ingredient and successfully introduce their new brand.

RF|Binder implemented a strategy to show the journey from plant to product, kicking off with a major event at Rockefeller Center. Their solution included unveiling scientific research, media relations, influencer engagement, and consumer activations. The vendor's work successfully established Truvia as the market leader, helping it gain a 7.9% market share in its first year and become America’s #1 stevia sweetener, while also building a positive regulatory landscape.

Truvia