PureCircle, the world’s leading producer and marketer of high purity stevia ingredients, announces it has increased production of its new breakthrough ingredient, PureCircle Alpha, in response to market demand. PureCircle Alpha is a proprietary combination of steviol glycosides, with a clean, sugar-like taste capable of achieving deeper calorie reductions in foods and beverages. The ingredient was officially launched in September 2011.
“Early on, PureCircle was the pioneer of broad scale Reb A production and we are still the largest producer in the world. But we have learned that Reb A is not the right solution for all product applications. Our search for a better performing stevia sweetener led us to PureCircle Alpha, which has unquestionably become the next generation of stevia beyond Reb A. It was conceived from our deep knowledge of stevia from leaf through final production,” explains Jason Hecker, VP Global Marketing & Innovation, PureCircle Limited.
PureCircle’s customers seem to agree. The first products sweetened with the new ingredient are expected on shelves by June, just nine months after introduction—a testament to the difference PureCircle Alpha is making in product formulations.
In preparation for its introduction, the company’s Global Technical Center developed dozens of ready-to-go formulations across food and beverage categories, including carbonated soft drinks, tea and dairy products. Rigorous testing and sensory evaluation have shown an improved taste and sweetness profile compared with other stevia ingredients.
“We are greatly pleased with the market’s early response to PureCircle Alpha,” adds Hecker. “Our focus on innovation has enabled us to rapidly bring new and exciting natural solutions to our customers – first Reb A, then SG95 and PureCircle Flavors. Continuous innovation provides our customers with the confidence that PureCircle is helping them bring the very best food and beverages to the market and confirms that stevia derived sweeteners are on their way to become a mass mainstream solution.”
PureCircle (www.purecircle.com) is the global leader in production and marketing of high purity stevia ingredients. PureCircle leads the industry with development of a vertically integrated, sustainable and natural supply chain. Stevia is grown for PureCircle across South America, Africa, Asia and the United States where it provides a sustainable cash crop for farming communities. PureCircle has developed a broad portfolio of ingredient solutions and has pioneered such ingredients as Reb A, SG95, and breakthrough proprietary ingredient PureCircle Alpha, as well as PureCircle Flavors. PureCircle also established joint venture partnerships with sugar industry leaders to innovatively combine stevia and sugar for natural sweetening solutions and locally support customers. These global partnerships include Natural Sweet Ventures, with Imperial Sugar in the US, as well as Tereos PureCircle Solutions, with Tereos and NPSweet A/S with Nordzucker, in Europe. As part of its industry leadership, PureCircle pioneered the trust mark Stevia PureCircle®, which educates consumers about the benefits of stevia and provides a strong base of trust for both consumers and food and beverage companies alike. The company also founded The Global Stevia Institute, (globalsteviainstitute.com) the leading resource for accurate, science-based information on stevia led by a global advisory board of internationally recognized health professionals. PureCircle’s global headquarters are in Kuala Lumpur, Malaysia. PureCircle shares are traded on the LSE AIM index.