Pure Via

Shop Pure Via at Holland & Barrett

Cut back on sugar while keeping the sweetness you love. Pure Via offers a range of plant- and nature-derived sweeteners that make it simple to sweeten drinks, breakfasts and bakes without relying on regular sugar. From spoon-for-spoon swaps to drops for precise sweetness, you’ll find options to match your taste and your recipes.

Cut back on sugar without losing flavour

If you want everyday sweetness with fewer recipe changes, try a sugar-like option with bulk and clean taste, such as 100% Xylitol Sweetener. For a light, fine texture in cakes and sponges, a stevia blend like Caster Sugar Alternative can help achieve an even crumb. Prefer a straightforward table-top option? Granulated Stevia brings a familiar sprinkle for porridge, fruit or hot drinks.

For recipes that call for a richer, caramel note, the brown-style blends deliver comforting depth. Sprinkle Demerara Alternative over bakes for gentle crunch and golden colour, or stir Soft Brown Alternative into cookies, crumbles and sauces where a soft texture and warm sweetness make all the difference. If you prefer precise control in drinks or yoghurt, Stevia Drops offer quick, stir-in sweetness with no need to measure.

Bake, blend and sprinkle your way

Different sweeteners behave differently in the kitchen. For hot drinks, cereals and simple toppings, start with a small amount and adjust to taste. In baking, sweetness, browning and texture all matter, so choose a product that suits the job: use fine-textured options for cakes, brown-style blends for chewy biscuits or sticky sauces, and sugar-like bulk when you need structure. Check the pack guidance for swap ratios and recipe tips, and consider pairing with flavour boosters such as vanilla, cinnamon or citrus to round out sweetness.

Choosing the right sweetener

Stevia-based options provide high sweetness in small amounts, while xylitol brings a closer match to sugar’s bulk and mouthfeel. Think about how you use sugar now, then pick the format that fits: granulated for daily sprinkling, brown-style for depth, caster for baking finesse, or liquid drops for quick adjustments. Store sealed in a cool, dry place, and keep xylitol products away from pets. Whichever you choose, Pure Via makes it easier to tailor sweetness to your tastes, one cup or bake at a time.