In December 2008, the US Food & Drug Administration issued a no objection letter with respect to high purity Reb A, which is derived from the Stevia Rebaudiana plant, formally giving high purity Reb A ‘Generally Recognised As Safe’ status for use in beverages, foods and tabletop sweeteners, either as a complement to sugar or as a healthy substitute for synthetic sweeteners.
The FDA’s decision has opened the US market to high purity Reb A as a key ingredient in mainstream food and beverage production. Food and drink manufacturers in the US are already using high purity Reb A as a sweetener ingredient.
Firmenich has developed innovative flavour systems for Reb A, which will now be rolled out across food and beverage applications. Under the terms of the collaboration, Firmenich and PureCircle will combine to offer natural flavour and sweetening solutions to category leaders in the global food and beverage market.
“Health and wellness is at the top of our customers’ innovation agenda as they increasingly respond to consumer demand for healthier food and beverage products,” said Magomet Malsagov, CEO of PureCircle. “The all-natural and calorie-free sweetener Reb A is seen as providing that solution.”
Patrick Firmenich, CEO of Firmenich, added: “Reducing sugar in food and beverage products, while maintaining consumer preference, is one of the biggest challenges in our business today. By combining PureCircle’s know-how in Reb A with Firmenich’s expertise in sweetness enhancement and flavour masking, I believe that we can fulfil consumer desire for great-tasting, low-sugar, low-calorie foods and beverages.”
During 2008, PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb A in beverages, foods and tabletop sweeteners worldwide, including the exclusive licence to market PureVia Reb A as an ingredient.
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