Vancouver’s High View Communications was named PR agency of record for Xylitol Canada. The agency was hired to promote Xyla, a natural sweetener sold both as a stand-alone product and used in more than 50 sugar-free products including gum, jam and barbecue sauce.
“The good reception [Xylitol Canada] is seeing with retail chains as well as with customers indicated that it was time to get a more dedicated PR effort behind the brand, because Xylitol is still a bit of a mystery to people,” said Ann Gallery, president of High View Communications, which was hired through a referral.
Xylitol is a naturally occurring sweetener found in fibrous vegetables, fruit and birch bark. The Xyla brand uses xylitol from sustainable North American hardwood, according to Xylitol Canada.
“Some Xylitol is derived from corn and some of it also comes from China,” said Gallery. “We want to partly raise awareness about the benefits of Xylitol in general, but then to highlight that Xyla is the best choice because it is sustainable, it is North American, and it’s from hardwood, not corn.”
