In the U.S., Whole Earth helped to lessen the anxiety of those worried about consuming artificial sweeteners with its launch of PureVia. PureVia is an all-natural, zero-calorie sweetener that derives its sweet taste from stevia leaf extract. The stevia leaf is native to the tropics of South and Central America and is oftentimes called the “sweet leaf.” Though other stevia-based sweeteners have launched globally, PureVia’s debut marks the first of its kind in the U.S. market, where stevia is now available for purchase after receiving FDA approval. Positioned as “welcome to the next generation of sweet,” the ingredient’s recommended usage is similar to that of sugar. This sweetener is suitable for those with diabetes and is not genetically modified in its manufacturing process. This sweetener also is interesting because of PepsiCo’s upcoming venture to reintroduce its SoBe drink with PureVia as a main ingredient.