Whole Earth Sweetener Co, which produces low-calorie sweeteners, has launched in the UK.

America-based Whole Earth Sweetener Co is bringing its “ground-breaking innovation” to the low-calorie sweetener category this month.

Having successfully launched in the US, the brand’s new generation of stevia products will be available in Sainsbury’s.

The range includes brown cane sugar with stevia, which is aimed at the bakery market and “complements the sweetness of the stevia leaf extract with cane sugar, creating gold-standard crunchy crystals, bringing a rich sweetness to all baked goods”, said the company.

It added in a statement: “Use half the quantity for the same sweetness as regular sugar, resulting in 50% fewer calories.”