PureVia is a new all-natural, zero-calorie sweetener made from the stevia plant and they just launched a new ad campaign with health icon and volleyball player Gabrielle Reece!

The sweatner launched a few months ago in grocery and mass merchandise stores across the U.S. and it is specially blended to complement the flavor of coffee made from the Arabica bean, the new standard for premium coffee. In addition to coffee, PureVia can be used to sweeten other hot or cold drinks or sprinkled on cereal, fruit or yogurt.

To boot it’s suitable for diabetics and individuals with gluten allergies. PureVia is offered in 40-, 80- and 300-stick cartons for $3.99, $6.99 and $15.99, respectively.