Pure Via verpakking

Pure via succes story

Pietercil has been distributor of the brand Canderel for 30 years already, since 1988.

What we did

Pietercil has been distributor of the brand Canderel for 30 years already, since 1988.

In December 2011, immediately after the EU authorization, Pietercil launched the very first Stevia* 0 kcal cubes & powder under the brand Pure Via in the sweetener category on the Belgian market.

In 3 months we obtained a weighted distribution of 96% and a penetration level of 9%!

The launch of Pure Via brought an incremental growth to the total sweeteners category of 50%.

Today, after 7 years Pure Via still is market leader in the Stevia* segment with a market share of 83%. Pietercil won the Merisant award for best worldwide launch of Stevia*, next to a Golden Gondola.

How we did

The key success factors of Pure Via are first of all before the launch good preparations with the trade, enthusiasm & involvement of all concerned Pietercil people and dedicated communication to professional & consumer journalists.

Than being first to market with rapid weighted distribution build-up. Followed by a strong 360° marketing plan with important support at the same time with a national TV campaign, a combination of mass & targeted samplings, a digital campaign with own local website & Facebook page and promo support with high visibility in-store in terms of expositions & displays.

This complete plan in purpose to directly create awareness, generate trial and result into growth for the total category.


text results
text succes
text succes
text results

Would you like to find out more about our services?