PureCircle Offers Insights on Scalability and Great Taste of Starleaf Stevia Sweeteners at NYC Conference

by PureCircle | June 13, 2018 | News SHARE: 

 June 13, 2018 Chicago, Illinois – At a recent New York City conference, PureCircle’s Director of Global Marketing, Carolyn Clark, outlined the advantages of the company’s StarleafTM stevia, and how it is playing a role in the global beverage industry’s efforts to reduce sugar while maintaining its products great taste.

Clark was interviewed by Beverage Digest Executive Editor Duane Stanford for a June 11th conference segment which detailed advances achieved with PureCircle’s Starleaf stevia sweeteners.  These sweeteners have the most sugar-like taste and are most sought after by beverage and food companies.

The scalability of the best-tasting stevia ingredients was one of the important topics raised during the conversation. Until recently, an industry-wide challenge has been that the most sugar-like parts of the stevia leaf, known as Reb D and Reb M, are present only in relatively small amounts in the conventional stevia plant.  PureCircle’s innovation has addressed this in two ways.

Clark noted that PureCircle is rapidly expanding its planting of Starleaf.  Starleaf is its proprietary variety of stevia which contains much greater amounts of the best tasting stevia sweeteners like Reb D and Reb M.

In addition, she said, by understanding how the stevia plant creates Reb D and Reb M, the company is able to increase the supply of these great tasting sweeteners.  As stevia matures from seedling to full-grown plant, the sweet parts of the stevia leaf are formed.  This typically happens in a consistent fashion with the leaf naturally producing enzymes which convert Reb A to Reb D and then to Reb M.  PureCircle starts with purified stevia leaf extract with low Red D and Reb M and by adding enzymes, the maturation to Reb D and Reb M is completed, just as the leaf does naturally.  This produces non-GMO stevia leaf sweeteners with high sweetness quality and no bitterness, for use in no-sugar-added/zero-calorie foods and beverages.

PureCircle provided several zero-calorie products made with ingredients from Starleaf stevia throughout the conference including a cola, a lemon lime soda and a pear-flavor enhanced water.



Carolyn Clark, Director of Global Marketing

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

Jackson Pillow, Communication Manager

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

Notes to Editors

 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: 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