PureCircle - Leading the way with next-generation stevia

PureCircle offers the plant-derived sweetener stevia to manufacturers that are looking to reduce the calorie count in their products without compromising on taste.

The next-generation formulation development - Stevia 3.0 - represents a considerable improvement in flavour and takes the innovative PureCircle portfolio beyond developing products that are only sweetened with Reb A. Stevia 3.0 moves towards customised formulations, comprising blends of individual stevia sweeteners and natural flavours. Stevia 3.0 creates further opportunities in specific applications that are attracting increasing interest from the global food and beverage industry.

Stevia 3.0 is an important evolution for the stevia industry, enabling product developers to achieve greater calorie reductions with better taste, a more rounded sweetness and accelerated product development times, a key factor in today's fast-moving food and beverage industry.

Major brands are working with PureCircle and its European joint venture partners, Tereos PureCircle Solutions and NPSweet, to create products with lower calories, improved taste and cost-efficiency through the tailored blending of proprietary products within the PureCircle portfolio for soft drinks, yoghurts, ice cream and confectionery.

Experience the difference

The customisable approach of Stevia 3.0 combined with the expertise of PureCircle's applications team is a winning formula for manufacturers. This team provides support and unrivalled knowledge that identifies complementary ingredients and optimises blends specific to customer needs.

The company's R&D formulation expertise enables customers to develop their products with stevia and overcome any existing formulation barriers. The PureCircle University, a stevia education and development programme, is an invaluable resource for manufacturers, enabling the development of optimal stevia blends, and ensuring that new product launches respond to consumer demands for lower-calorie food and drink.

Obesity and diabetes are among the hot topics of our age, and a very real concern for consumers and food manufacturers. Thanks to the blending qualities of Stevia 3.0, the future of the 'regular' soft drink can be redefined as products become healthier by incorporating sweeteners from a natural source.

In 2012, Europe accounted for around 50% of global stevia launches, with a number of international brands in the UK turning to stevia as a calorie-controlled sweetener. Released in March 2013, PureCircle's consumer insights survey shows that across Europe consumers who are aware of stevia have a very positive impression of it; for example, 57% in Germany, 70% in Italy and 65% in Poland. A sweetener of natural origin - zero calories, a zero glycemic index rating and tooth friendly - Stevia 3.0 is a sweetening ingredient that consumers will be happy to see on the food labels of products in their shopping basket.

PureCircle is involved in every stage of production, from the farms to final product, through its dedicated stevia supply chain in order to provide customers with a greater level of transparency, consistency and quality through the entire production process.

Recognised expertise

PureCircle's dedication is paying off. The company has been named as a finalist in the 2013 Food Ingredients Europe (FiE) Excellence Awards, having been nominated in the Sustainability Initiative of the Year category for its pioneering work in quantitative measurement of the positive impact of replacing nutritive sweeteners with natural-origin stevia.

"It's gratifying to be recognised among our peers for our sustainability efforts," says Ajay Chandran, corporate sustainability director. "Sustainability is part of our corporate DNA. From the outset, we've invested in sustainable practices to fulfil our corporate vision to lead the global expansion of stevia as the next mass-volume natural sweetener that is grown, processed and delivered in a way that respects both people and the planet."

PureCircle has tapped into the far-reaching benefits of stevia, demonstrates a genuine commitment to sustainability, and continues to push the boundaries of sugar reduction.

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URL: www.npsweet.com

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