SweetLeaf names new CEO to lead rebrand and growth strategy

Wisdom Natural Brands, parent company of the SweetLeaf brand of stevia and other natural sugar substitutes, has tapped long-time company consultant Aaron Henderson as CEO as the company leans into a major rebranding and brand expansion campaign, seeking to connect with consumers seeking natural, zero-calorie alternatives to sugar. Henderson, who has served on Wisdom’s board of directors since 2024, also is tasked with portfolio expansion, developing an omnichannel optimization plan and other measures designed to raise awareness of the SweetLeaf brand.

Henderson has worked with the SweetLeaf brand for nearly 25 years, first serving as Wisdom’s director of marketing before transitioning to roles with a brand-building firm focused on natural foods.

Henderson succeeds Michael May, a founding family member who has led Wisdom since 2021. May remains chairman of the board.

May, who owns Wisdom with his three siblings, cited Henderson’s long experience with the brand as well as other natural food brands in announcing the change. “At a time when the country is becoming increasingly interested in healthy eating habits and the stevia market is tracking at a 9.7% CAGR, he is unquestionably the right person to drive our next phase of growth,” May said in a release announcing the change.