Wisdom Natural Brands First To Bring Stevia Product To Market

SweetLeaf® Sweetener™ beats competitors with all-natural product now available online and in retailers

GILBERT, Ariz. (May 30, 2008) – The efforts of one man 25 years ago to bring a native plant from Paraguay to the United States is on the verge of changing the way America eats. Available online and in grocery store aisles for the very first time — ahead of any competitors — is an all-natural, zero-calorie, zero-carb, zero-glycemic index alternative to sugar and man-made sweeteners — SweetLeaf® Sweetener™.

This new formulation of SweetLeaf® Sweetener™ has achieved GRAS status (generally recognized as safe), enabling its makers to expand the product beyond the dietary supplements market and sit alongside sugar and other sweetening alternatives in grocery store aisles. In production for a week now, the new sweetener is available on the
www.sweetleaf.com Web site and will be in retail outlets as soon as distributors can get it on shelves.

“No pun intended, but for me, this day is sweet victory,” said Jim May, CEO and founder of Wisdom Natural Brands, the makers of SweetLeaf® Sweetener™. May was the pioneer who realized the potential of the Stevia plant when visiting Paraguay. Since his discovery, he has worked doggedly to market the product throughout the world, and is the original U.S. marketer of Stevia with deep historical knowledge of the health benefits and history of the sweet plant.

May, considered the “Father of Stevia” in America and a legend in Paraguay, spoke to an overflow audience in a large auditorium in March 2008 in Asuncion, Paraguay. The speech on history and the future of Stevia was attended by government officials, Stevia farmers, business professionals, including press, TV and magazine journalists.

“I feel like the David that beat Goliath,” May said. “We have been working behind the scenes for months to get SweetLeaf® Sweetener™ to market before any of our competitors, and now that we see they won’t have product available until much later, we definitely have a competitive advantage,” said May.

Unlike other sweeteners which may contain chemicals, formaldehyde, acetic acids and chlorine, SweetLeaf® Sweetener™ is completely calorie-free, all-natural, and has a zero glycemic index. Long used in the United States as a dietary supplement and nutritional additive, Stevia is a naturally sweet plant, native to Paraguay, that is 30 times sweeter than sugar. The pure glycosides that are extracted from the Stevia leaves are 250 to 400 times sweeter than sugar.

To date, more than 1,000 scientific studies and abstracts prove SweetLeaf® Sweetener™ a safe and healthy alternative to sugar and man-made artificial sweeteners.

“Despite the claims of other sweeteners, this is truly the first and only all natural, calorie-free, completely safe alternative to sugar,” May said.

SweetLeaf® Stevia has gained an underground following in recent years among celebrities, health gurus, nutritionists and doctors especially with the focus over the past decade on low-carb, high-protein diets. The product can be used in beverages, cooking, baking and anywhere sugar might be used.

Gilbert, Ariz.-based Wisdom Natural Brands® is the parent company of three highly respected consumer brands: SweetLeaf® Sweetener™, Wisdom of the Ancients® herbal teas, and Sweet & Slender® Natural Sweetener. The company has spent the last year perfecting the formulation in preparation for the re-launch of SweetLeaf® Sweetener™, and also offers new SteviaClear, SteviaTabs™ and a wide variety of Liquid Stevia Flavors.

MEDIA CONTACT:Melanie Blair or Sara Fleury, (602) 277-9530 ext. 229 or 226

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