Stevia demand is growing

Stevia demand is growing

Stevia producer PureCircle has promoted one of its executives to the newly-created role of chief operating officer as its eyes global growth. 

Jordi Ferre, previously head of the group's commercial division, has taken up the position, the firm said today (17 June). Ferre will report to PureCircle's CEO Magomet Malsagov and, from next month, be based at the group's global headquarters in Kuala Lumpur, Malaysia.

“Having Jordi in this role will strengthen the corporate team as we align ourselves for further global growth,” said Malsagov. 

He added: “It has always been our vision for stevia to become a mainstream sweetener for food and beverage products around the world." 

Jason Hecker, PureCircle's global marketing & innovation VP, will replace Ferre as president of the firms's commercial division, based in Illinois. 

Earlier this year, PureCircle got the green light from US authorities to use a new type of stevia jointly developed with the Coca-Cola Co

Last week, Coca-Cola announced plans to launch its first cola brand to use stevia - Coca-Cola Life - in the UK