NOW Foods Better Stevia Liquid Sweetener Cinnamon Vanilla - 2 oz. (60 mL)
NOW Foods Better Stevia Liquid Sweetener Cinnamon Vanilla is a zero-calorie, low glycemic, natural sweetener that makes a perfectly healthy substitute for table sugar and artificial sweeteners. Unlike chemical sweeteners, NOW Better Stevia contains pure Stevia extract. NOW Foods takes special measures to preserve Stevia's natural qualities in this unique, pure, better-tasting Stevia.
Not manufactured with wheat, gluten, milk, egg, fish or shellfish ingredients.
What is Stevia?
Comprised of around 240 species of herbs in the sunflower family (Asteraceae), Stevia can be found growing wild in South America and southwestern regions of North America. It's believed to have first been discovered by Spanish scientist Petrus Jacobus Stevus (Pedro Jaime Esteve), whose surname was used as the basis for the Latin Stevia. In the late 1800's Swiss botanist Moisés Santiago Bertoni, who had immigrated to Paraguay, documented Stevia's use by indigenous tribes of the country, who called it kaa-he-he. They used it as a flavor enhancer in their drinks and foods, and would also chew the dried leaves for their refreshing taste and sweetness. Bertoni continued to study the herb until finally publishing his findings in 1899 and naming the plant Stevia rebaudiana bertoni. In 1921 American Trade Commissioner George Brady presented information on Stevia to the USDA, calling it "a new plant with great possibility" for commercial cultivation, but the idea never gained enough interest to merit further experimentation.
Not much was heard of Stevia until ten years later, when two French scientists successfully isolated the active components that give Stevia its sweet taste, two glycosides named stevioside and rebaudioside. These isolated glycosides were not only 300 times as sweet as sugar, but they were heat- and pH-stable, and non-fermentable as well. Just a few years later, during World War II, Great Britain was faced with an imminent blockade of the British Isles by Germany and began exploring alternative natural foods they could cultivate to sustain the population. Stevia was one of the plants they experimented with, but the region wasn't warm or humid enough to allow for its successful mass cultivation, and so the British ultimately abandoned their efforts.
In the early 70's, Stevia saw its first commercial success in Japan, when a government ban on carcinogenic chemical food additives forced manufacturers to explore natural alternatives. Southern Japan, unlike Great Britain, is warm and humid enough for stevia to be successfully cultivated on an enormous commercial level, and use of stevia as a natural sweetener in food and beverages exploded. By the 1990's Japan accounted for over 40% of the world's stevia consumption, and Stevia is still widely-used there today. Advances in science, and our understanding of Stevia, have finally culminated in its approval for use as a commercial sweetener in the U.S. These same advances have helped their in-house research team in the development of a new proprietary, full-spectrum, enzymatically-treated Stevia they call Better Stevia!
NOW Quality Philosophy
Looking back at the history of their company, they have made many commitments, including the commitment made by Elwood Richard in his health food store back in 1968 to offer their customers exceptional value. During this time, they have experienced tremendous growth and expansion. They have progressed from a family-run health food store to a leader in the nutritional supplement industry. They have fought for the rights of consumers to use dietary supplements. And through it all, they have never lost sight of their mission to provide value in products and services that empower people to lead healthier lives. But these are different times that we live in, and their industry is constantly being challenged. False media reports have consistently downplayed the value of dietary supplements, challenging their efficacy and safety.
NOW has, and will continue to be, committed to manufacturing quality products. This includes the utilization of current, cutting-edge science in the formulation of their products, strict scrutiny when choosing raw materials, advanced testing and validated methods development, and the employment of skilled, highly trained individuals who are passionate about fulfilling their mission. As a company, they are one of the most visible quality advocates in the natural products industry. In addition to assisting in the development of the Natural Products Association’s Standards Committee, they have initiated, promoted, and supported initiatives to validate the safety and benefit of nutritional supplements. NOW has a full-time truth advocate who responds to misleading science and media reports, as well as one of the most dedicated teams of Quality Control and Quality Assurance professionals in the industry. In short, you don’t have to look too far to see that they are committed to what they do. This is a commitment that grows daily, as they continue to understand the changing needs of those they serve.
NOW is also committed to social and environmental responsibility. They want to make their products affordable, but at the same time available to those who can’t afford them. Their partnership with charitable organizations, such as the Vitamin Angel Alliance, is a reflection of their commitment to make their products available to those who have the least amount of resources and the greatest need. NOW has also been recognized as a leader in environmental responsibility, as they continue to explore new ways to preserve their natural resources for future generations.
Their experienced professional and technical staff formulate their products to be of the highest quality. They have a group of biochemists, chemists, nutritionists, and food technologists who review current science and nutritional parameters, and formulate their products to be effective for the intended use. Their structure/function claims are based on science for active ingredients, and on nutritional science for nutritional content. Serving sizes are based on doses from clinical studies and other published data. Their contemporary formulas are designed to meet the health and wellness needs of today’s consumers.
They use ingredients that have been tested for effectiveness in clinical trials and laboratory studies. The heart of their science is third party independent research. They investigate and review clinical studies and other lab studies conducted on their ingredients and their formulas. Best science is used to support best formulations which lead to best quality. Their products are constantly being tested in clinical trials conducted at top universities and research centers around the country and in various parts of the world. Their products are being tested to determine such things as effectiveness for joint support, quality of life for cancer patients, cardiovascular support, and athletic endurance. Effective products mean health and wellness benefits, which mean quality.
The role of microbiology in quality control at NOW Foods is expanding daily to encompass a wide variety of quality and safety issues. Incoming raw materials and natural food products as well as any supplements formulated and manufactured off site are tested for the presence of undesirable microbes. Materials that do not meet NOW’s stringent specifications are returned to the vendor with an explanation detailing the reason for refusal. To ensure all products manufactured at NOW remain free of biological contaminants, various sites throughout their manufacturing plant are monitored regularly for the presence of unwanted microbes.
In addition to ensuring quality and safety, NOW’s microbiologists are also directly involved in the formulation of active bacteria products such as probiotics containing acidophilus. NOW Foods has made substantial investment in the development and staffing of an in-house laboratory to meet ever-increasing demands for accurate product analysis of herbal and nutritional raw materials as well as finished consumer products. Their expert team of highly qualified scientists and technicians work in tandem to develop new and improved analytical methods with the highest accuracy and precision possible to ensure NOW Foods products will remain among the best the market has to offer.
To assist in this mission, NOW’s recently renovated and expanded laboratory facilities feature state-of-the-art testing equipment including high performance liquid chromatographs (HPLC), a new Fourier transform infrared spectrophotometer (FTIR) and an ultraviolet/visible spectrometer (UV/VIS). Primary analyses are also performed in house using Gas Chromatography (GC). NOW’S analytical chemists are also second to none and widely recognized as being among the industry’s best and most accomplished.
About NOW Foods
In 1968, NOW Foods was founded under the belief that good health was not a luxury available only to the wealthy. For the past forty years, the have made it their life's work to offer health food and nutritional supplements of the highest quality, at prices that are fair and affordable to all those who seek them. Today, NOW Foods is one of the top-selling brands in health foods stores, an award-winning manufacturer, a respected advocate of the natural product industry, and a leader in the fields of nutritional science and methods development. And while they have grown considerably over the past four decades, one thing has never changed - their commitment to providing products and services that empower people to lead healthier livers.