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Stevia Reb-A99% is all natural sweetener, white to light yellow powder, odorless or having a slight characteristic odor, approximately 460 times sweeter than sucrose. It contributes zero calories & zero carbohydrates to finished products. It is derived from Stevia leaves, powder in form. The U.S. Department of Agriculture estimates Americans added more sugar to their diet every year since the 1970s until 2000. When Americans dropped the added sugar, they turned to sugarlike extracts. The sugar substitute market was estimated to be worth $10.5 billion in 2012, according an analysis by Markets and Markets research firm.