PureCircle CEO Discusses the Future of Starleaf at Beverage Digest

by PureCircle | December 21, 2017 | News SHARE: 

December 21, 2017 Chicago, Illinois  – Maga Malsagov, Chief Executive Officer at PureCircle,  discussed how Starleaf™ stevia’s sugar-like extracts can better address taste and sugar reduction challenges facing food beverage companies at Digest Future Smarts held at the Crowne Plaza Hotel in New York.

Malsagov spoke candidly with the industry executives in attendance about how Starleaf™ is a step-change from conventional stevia variety products across a range of attributes from taste to ease of use. During a Q&A session, Malsagov reflected on the competitive landscape today and going forward in the food and beverage industry, as well as how Starleaf™ can help companies overcome the challenges associated with other varieties of stevia.

PureCircle provided several zero-added sugar products made with StarLeaf™ during Beverage Digest including a lemon-lime soda, breakfast smoothies, tea, lemonade, a twisted old-fashioned cocktail and dark chocolates.

Prior to the Beverage Digest conference, PureCircle announced new farming partnerships in the United States to grow Starleaf™ stevia, providing additional scale and domestically grown stevia to the North American market. The program will also create economic opportunities for tobacco farmers looking for a sustainable crop which is in high demand by the global food and beverage industry.

Media Enquiries:

Carolyn Clark, Director of Global Marketing

Email: media@purecircle.com Phone: 1 (630) 517 0812

Jackson Pillow, Communication Specialist

Email: media@purecircle.com Phone: 1 (630) 256 8394


About PureCircle

  • PureCircle is the only company that combines advanced R&D with full vertical integration from farm to high-quality, great-tasting innovative stevia sweeteners.
  • The Company collaborates with farmers who grow the stevia plants and with food and beverage companies which seek to improve their low- and no-calorie formulations using a sweetener from plants.
  • PureCircle will continue to: lead in research, development and innovation; produce a growing supply of multiple varieties of stevia sweeteners with sugar-like taste, using all necessary and appropriate methods of production; and be a resource and innovation partner for food and beverage companies.
  • PureCircle stevia flavor modifiers work in synergy with sweeteners to improve the taste, mouthfeel and calorie profile, and enhance the cost effectiveness, of beverage and food products.
  • Founded in 2002, PureCircle is continually investing in breakthrough research and development and it currently has 72 stevia-related approved patents and 200 pending.
  • PureCircle has offices around the world with the global headquarters in Kuala Lumpur, Malaysia.
  • To meet growing demand for stevia sweeteners, PureCircle is rapidly ramping up its supply capability. It recently completed the expansion of its Malaysian stevia extract facility, increasing its capacity to supply the newer and great-tasting specialty stevia sweeteners and helping provide ever-increasing value to its customers.
  • PureCircle’s shares are listed on the main market of the London Stock Exchange.
  • For more information, visit: www.purecircle.com


About stevia

  • Given the growing global concerns about obesity and diabetes, beverage and food companies are working responsibly to reduce sugar and calories in their products, responding to both consumers and health and wellness advocates. Sweeteners from the stevia plant offer sugar-like taste and are becoming an increasingly important tool for these companies.
  • Like sugar, stevia sweeteners are from plants. But unlike sugar, they enable low-calorie and zero-calorie formulations of beverages and foods.
  • Stevia leaf extract is a natural-based, zero calorie, high-intensity sweetener, used by global food and beverage companies as a great-tasting zero-calorie alternative to sugar and artificial sweeteners.
  • Stevia is a naturally sweet plant native to South America; today, it is grown around the world, notably in Kenya, China and the US.
  • The sweet-tasting parts of the stevia leaf are up to 400 times sweeter than sugar: stevia’s high-intensity sweetness means it requires far less water and land than sugar.
  • Research has shown that the molecules of the stevia leaf are present and unchanged in the dried stevia leaf, through the commercial extraction and purification process, and in the final stevia leaf extract product. All major global regulatory organisations, across 65 countries, have approved the use of high-purity stevia leaf extracts in food and beverages.
  • For more information on the science of stevia, please visit http://purecirclesteviainstitute.com