Reflecting its strategy to support industry demand for clean ingredient sourcing, Steviva Ingredients will now be known as Icon Foods. The name change will apply to Icon Foods’ ingredients entity only and will not affect the company’s retail and consumer branding that will continue on as Steviva Brands.
“When I started the company in 1999, the name ‘Steviva Brands’ was selected to build a consumer brand,” said Thom King, president and chief executive officer, Steviva. “The strategy behind the name was to create name association with stevia. The B2B side of the company, Steviva Ingredients, was being pigeon-holed into stevia when it has grown past stevia.”
The rebrand builds on the company’s emphasis on food safety and emphasizes its support of food manufacturers bringing healthier food to the global market.
“As the global demand for natural sweeteners has increased so too has challenge of sourcing reliable, safe ingredients,” Mr. King said. “We differentiate ourselves from other suppliers on the basis of quality, reliability and professionalism. Ensuring the highest possible standards for quality control and food safety drives everything we do, and Icon Foods reflects that.”
The organization also will be forming a new integrated business unit called Icon Food Science that optimizes its research and development offerings and expertise.