The Truvia® Brand Partners With YouTube Celebrities to Discover the Truvia® Baking Star

#1 Zero Calorie Natural Sweetener in the U.S. Launches Integrated Marketing Campaign to Celebrate Release of New Truvia® Brown Sugar Blend

News provided by

Truvia

Sep 16, 2014, 09:00 ET

WAYZATA, Minn., Sept. 16, 2014 /PRNewswire/ -- Do you have what it takes to become the next YouTube sensation? To celebrate the launch of its new Brown Sugar Blend, the Truvia^® brand is showcasing amateur bakers in the first-ever Truvia^® Baking Star Contest. The winner will be chosen by four YouTube stars at a final bake-off in New York City.

Truvia logo (PRNewsFoto/Truvia) (PRNewsFoto/)

The campaign invites fans to submit videos in which they show viewers how they make their own original recipes using Truvia^® Brown Sugar Blend or Baking Blend. Truvia^® brand fans will vote online for their favorite submissions. Three finalists will win an all-expense-paid trip to New York City, where they will compete in a live bake-off event on November 19, judged by YouTube stars April Moore, Byron Talbott, Joanne Ozug and Gaby Dalkin.

The winner will be awarded the title of Truvia^® Baking Star. He or she will win a professionally produced and promoted video, and his or her recipe will be featured on Truvia.com.

"This is an amazing opportunity for creative at-home bakers looking to break out in the online video space," said April Moore, founder of the popular video blog Cook with April. "I can't wait to watch all of the video entries, sample delicious Truvia^® creations, and help a fellow blogger find fame."

Fans can submit a two-minute video that showcases their baking talents, personalities and original recipes on www.TruviaBakingStar.com. The full timeline for the contest is as follows:

From September 16 - October 7, 2014, fans can submit their videos via www.TruviaBakingStar.com.
From October 15 - October 29, 2014, fans can vote for their favorite of 10 semi-finalists.
Shortly after October 29, 2014, the three finalists with the most votes will be notified that they have won an all-expense-paid trip to New York City with a guest.
On November 19, 2014, the three finalists' baking skills will be judged live by the YouTube Star judges and the Truvia^® Baking Star Contest winner will be announced.

"We look forward to showcasing the versatility of Truvia^® Brown Sugar Blend through our Truvia^® Baking Star Contest, and wish contestants luck," said David Henstrom, Vice President at Cargill. "We know consumers are always looking for simple, great-tasting alternatives, and we look forward to providing our fans with more ways to enjoy homemade recipes."

The integrated marketing campaign will be supported with digital banners, pre-roll ads, social media engagement and public relations outreach.

For more information on contest rules, submissions and voting, please visit www.TruviaBakingStar.com.

Designed for Baking

Now in distribution nationwide, Truvia^® Brown Sugar Blend is the only brown sugar product on the market that offers 75 percent fewer calories than regular brown sugar. Made with Truvia^® natural sweetener, one half cup of Truvia^® Brown Sugar Blend, containing 210 calories, provides the same sweetness as one 830 calorie cup of brown sugar. The blend of Truvia^® natural sweetener and brown sugar is specially-designed for baking, delivering a brown-sugar-like taste, texture, and volume. At-home bakers can use the new blend in their favorite traditional brown sugar recipes by swapping in half the amount of Truvia^® Brown Sugar Blend as brown sugar.

Truvia^® Brown Sugar Blend is available at a suggested retail price of $5.99. For recipes, storage tips, a conversion chart and much more, visit www.truvia.com/recipes.

About the Truvia^® Business
Truvia^® sweetener is a great-tasting, zero-calorie sweetener made with the best tasting part of the stevia leaf. Truvia^® sweetener is #1 in its category of zero-calorie natural sweeteners in the U.S. and is also available to consumers in Europe, Latin America and Canada. Truvia^® stevia leaf extract is also a versatile sweetening ingredient used to reduce calories and sugar in foods and beverages. The Truvia^® business uniquely manages its stevia supply chain from Field to Table having established a global agricultural standard for stevia. For more information, visit www.truvia.com.

About Cargill
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 142,000 people in 65 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit www.cargill.com and its news center.

*Press contacts*
Katie Woolery	Atalanta Rafferty
Global Communications Manager	Executive Managing Director
Truvia^® Brand	RF\|Binder
office: 952-742-4671	office: 212-994-7511
[email protected]	[email protected]