Sweet Freedom unveils new look and wins supermarket listings

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New look packs highlight usage

New look packs highlight usage

Natural fruit-based sweetener, Sweet Freedom, has launched a new bottle design and won listings in Morrisons and Waitrose stores.

The new packaging is designed to highlight the product’s versatility and uses from sweetening and drizzling to spreading and baking.

It will go on sale in Morrisons and Waitrose in January 2012.

Co-Founder Deborah Pyner said: ‘The main benefit for consumers is that it tastes as good as sugar but with 25% fewer calories. We have received Great Taste Gold Awards and can’t see any other sweeteners including the new stevia based varieties following suit. Our customers want a healthier alternative to sugar but aren’t prepared to compromise on taste.”

Sweet Freedom is available in two versions: Sweet Freedom Original is designed to replace all white sugar and other sweeteners with its neutral sugar-like taste. It disperses perfectly to sweeten tea, coffee and smoothies and is popular over porridge and for healthier cooking and baking, said the company.

Sweet Freedom Dark is richer in taste and replaces all brown sugar, honey, golden syrup and maple syrup, said the company. It is said to be ideal over porridge, on toast, and for healthier cooking and baking.