Truvia

(Coca-Cola / Cargill)

Problem.

The sugar substitutes on the market had become commoditized, outdated, and laden with ‘artificial sweetener’ baggage. For its new product, the Coca-Cola Company and Cargill asked Lexicon for a name that would stand for something natural and distinct from the rest.

Solution.

Truvia is a name that combines the real English word ‘true’ with the Latin word ‘via,’ meaning “the way.” The meaning of 'true' is inherently positive and relates to the notion of naturalness. The ‘via’ ending sounds both fresh and scientific and alludes to the core natural ingredient, stevia.