US: PureCircle wins FDA approval for new stevia sweetener

By | 9 July 2013

Stevia producer PureCircle has said it plans “immediate commercialisation” for Rebaudioside D after the next-generation sweetener won approval from the US Food and Drug Administration (FDA).

The FDA issued a “No Objection” letter for Reb D's use in foods and beverages, the UK-based company said today (9 July). Reb D follows Reb A, which won FDA approval in 2008 and is used by the Coca-Cola Co and PepsiCo in stevia-sweetened beverages.

“We have invested over US$300m in a supply chain infrastructure capable of delivering breakthrough ingredient innovation,” PureCircle VP for global marketing & innovation Jason Hecker said. “We are proud to now work with our customers to turn this investment into breakthrough food and beverage solutions.”

The Coca-Cola Co this month launched Coca-Cola Life in Argentina, the first time the company has used stevia in its flagship brand.

Expert analysis

How Will Stevia Change the Sweeteners Market?

Stevia’s arrival in the international sweeteners market is almost certain to shake up the entire area of sugar replacement, but the big question is whether it will erode volumes of existing high-intensity sweeteners or will settle comfortably alongside them with its broader focus on balanced wellness rather than dieting. In order to answer that question, this report explores the background, current status and future directions for stevia sweeteners.

Sectors: Soft drinks

Companies: PepsiCo, Coca-Cola Co

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