Celebrity Baker Buddy Valastro Partners With Whole Earth Sweetener Co. To Rethink Sweet

Food & Living
"Celebrity Baker Buddy Valastro Partners With Whole Earth Sweetener Co. To Rethink Sweet"


Whole Earth Sweetener Co. today announced a new partnership with celebrity chef, entrepreneur and television personality Buddy Valastro on a campaign to “Rethink Sweet.”  The renowned Carlo’s Bakery owner – famous for delicious pastries, desserts and cakes – is a fourth-generation baker, whose family is highly dedicated to quality and excellence. Buddy will serve as the official brand ambassador for the new line of zero- and lower-calorie sweeteners, and will work to help his fans make healthy lifestyle choices, without compromising on taste.  Buddy will share his culinary expertise this fall and into the holiday season, along with all-new, original and seasonally festive recipes for mouthwatering treats using Whole Earth Sweetener Co. products. Even the average baker will delight in Buddy’s easy-to-bake treats, which taste great but have lower calories than their traditional versions.

“With the Food and Drug Administration establishing a Daily Recommended Value of 50 grams for added sugars, consumers are changing the way they look at food and how they eat, without sacrificing taste,”said Gio D’Alessandro, Chief Marketing Officer at Whole Earth Sweetener Co. “Whole Earth Sweetener Co. is thrilled to partner with Buddy Valastro to help consumers Rethink Sweet.  The only thing sweeter than Buddy coming on board as brand ambassador are the delicious recipes and baked goods we plan to share with consumers in the coming months using our lower calorie Whole Earth Sweetener line.”

“No matter what the recipe, any baker can do wonders in the kitchen with some good ingredients and an upbeat attitude!” said Whole Earth Sweetener Co. Brand Ambassador Buddy Valastro.“As a fourth-generation baker, quality and taste are a top priority, and Whole Earth Sweetener Co. uses ingredients sourced from nature, like stevia and monk fruit, which are crafted and manufactured into a great tasting line of lower calorie sweeteners that you can’t find anywhere else. Not only do Whole Earth Sweetener Co. products taste great, they also let you indulge in the sweet foods you crave and love, but with fewer calories.”

Today’s announcement kicks off a nationwide tastemaker tour, including two conference appearances this fall, where Buddy will be available for select media interviews.

  • Disney’s Epcot Food & Wine Festival in Orlando, his 11th annual appearance
  • International Baking Industry Exposition (IBIE) in Las Vegas from Oct. 8 – 11

Whole Earth Sweetener Co.’s range of products is now available in 45 states from more than 60 select retailers and on amazon.com.


About Buddy Valastro and Carlo’s Bakery

Carlo’s Bakery, featured on the TLC hit show Cake Boss, is known for its delicious pastries, desserts and cakes. Carlo Guastaffero originally opened the family bakery in 1910, and Bartolo Valastro Sr. acquired it in 1964. Since the untimely passing of Bartolo Sr. in 1994, matriarch Mary Valastro and her children Grace, Maddalena, Mary, Lisa, and master baker Bartolo Jr. “Buddy” Valastro have expanded the business with the help of their spouses. Buddy is a fourth-generation baker, whose father taught him everything about baking and running a business. Today, Carlo’s Bakery has 13 locations throughout the U.S., in addition to a 55,000 sq. ft., state-of-the-art facility in New Jersey, where Valastro and his team create thousands of wedding cakes, specialty cakes and delicious Italian pastries. NBC’s Today Show viewers voted his design as the best cake in America, and his award-winning cakes have been featured in countless bridal and baking magazines, such as Modern Bride and The Knot. For more information, visit www.carlosbakery.com.


About Whole Earth Sweetener Co. LLC

Whole Earth Sweetener Co.’s passionate sense of curiosity and relentless pursuit for innovation led the company to use ingredients sourced from nature which are crafted and manufactured into a great tasting line of lower calorie, non-GMO sweeteners that you can’t find anywhere else. Whole Earth Sweetener offers great tasting, zero calorie sweeteners such as Nature Sweet® and Monk Fruit Juice Concentrate as well as a line of products that have 50% fewer calories per serving than their traditional counterparts: Baking Blend, Turbinado Raw Cane 50, Whole Earth Sweetener Honey 50 and Whole Earth Sweetener Agave 50. Consumers can choose the great taste of Whole Earth Sweetener products as part of a healthy lifestyle—and that is something that consumers, health professionals, and food producers can truly feel good about. Whole Earth Sweetener Company LLC is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners, with sales in over 100 countries.