Natural zero-calorie sweetener for foods and beverages

PureCircle, the developer, producer and marketer of the first all-natural zero calorie sweetener Rebaudioside A (Reb A), has announced an exclusive global strategic collaboration with fragrance and flavour house Firmenich, to accelerate the commercialisation of Reb A in the global food and beverage industry.

Reb A can be used as a key ingredient in mainstream food and beverages and in December 2008, the United States Food & Drug Administration (FDA) issued a no objection letter with respect to high-purity Reb A. This formally gives high-purity Reb A Generally Recognised As Safe status for use in beverages, foods and tabletop sweeteners, either as a complement to sugar or as a healthy substitute for synthetic sweeteners. The FDA’s response effectively opened the US, the world’s largest market, for high-purity Reb A to be adopted as a key ingredient in mainstream food and beverage production and across entire product ranges. Food and drink manufacturers in the US are already using high-purity Reb A as a sweetener ingredient.

Firmenich has developed innovative flavour systems for Reb A, which will be rolled out across food and beverage applications. Under the terms of the collaboration, Firmenich and PureCircle will combine to offer natural flavour and sweetening solutions to category leaders in the global food and beverage market.

Commenting on the collaboration, Magomet Malsagov, Chief Executive Officer of PureCircle, said: “Health and wellness is at the top of our customers’ innovation agenda as they increasingly respond to consumer demand for healthier food and beverage products. The all-natural and calorie-free sweetener, Reb A, is seen as providing that solution.”

Patrick Firmenich, CEO of Firmenich, added:

“Reducing sugar in food and beverage products, while maintaining consumer preference, is one of the biggest challenges in our business today. By combining PureCircle’s know-how in Reb A with Firmenich’s expertise in sweetness enhancement and flavour masking, I believe that we can fulfil consumer desires for great tasting, low sugar, low calorie foods and beverages.”