Truvia Case

Good Essays
Social • The current generation is faced with
With a variety of lifestyle associated issues such as obesity, There is a need to provide a substitute and that is using the sweetener Truvia to avoid the great effect.
• Emerging diseases threatening the usage of sugar. Including people suffering from Type 2 diabetes, sugar addicts most individuals. Truvia allows them to opt to the use of a sweetener.
• The need for the current generation to reduce weight and their bodies. This is seen as a trending lifestyle fashion. This reason reflects the need to opt for a sweetener like Truvia as the solution due to the usage of ordinary sugar depositing a lot more calories making one overweight. • Despite the significant usage of sugar amongst this generation,
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This will help reduce the production costs. • A lot of research has been done to detect the side effects of Truvia. There is a need to find more natural resources to make sweeteners.
• Doubts still remain about the safety of the product Truvia. This reduces the market level for the company.
• Based on Coca-Cola and Cargill producing Truvia, the aim was to produce a substitute for sugar. This provides a move in the market for the businesses products leaving Truvia in a stable market
Technological • Wealthy companies jointly sponsor Truvia manufacturing. The two share the cost of production that makes it possible to use high technology for a standard product
• The products are almost all natural. Processing is done to convert corn to food grain starch. It ferments to make glucose than further to make erythritol. This is a very low costing process
• Development of technology and research centers, the job to detect harmful ingredients is made easier • New Research has made Truvia the center of criticism by competitors. Some items with fewer ingredients causing fewer effects are being
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Competitive • Truvia is a natural product with fewer effects. A competitive advantage over the chemically made sugar.
• Looked at as an alternative sugar to many sugar users
• Truvia is made by wealthy companies with good reputations willing to provide the capital needed to keep the products strong in the market • High competition from big companies like that of Stevia in the Raw.
• High competition from regular sugar companies who want to keep their product strong in the market.
• The interest of regular sugar over sweeteners is still high. This is based on less research being performed on the safety. This allows for the sweetener companies to be less competitive
Regulatory • Research is very much encouraged in the USA and important when tackling a critical issue, making research licensing easy to obtain.
• Coca-Cola and other companies have been requested to reduce the number of calories in products, favoring the usage of sweeteners even

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