Chicago, IL, March 15, 2012--PureCircle, the world’s leading producer and marketer of high purity stevia ingredients, announces it has increased production of its new breakthrough ingredient, PureCircle Alpha, in response to market demand. PureCircle Alpha is a proprietary combination of steviol glycosides, with a clean, sugar-like taste capable of achieving deeper calorie reductions in foods and beverages. The ingredient was officially launched in September 2011.
Early on, PureCircle was the pioneer of broad scale Reb A production and we are still the largest producer in the world. But we have learned that Reb A is not the right solution for all product applications. Our search for a better performing stevia sweetener led us to PureCircle Alpha, which has unquestionably become the next generation of stevia beyond Reb A. It was conceived from our deep knowledge of stevia from leaf through final production,” explains Jason Hecker, VP Global Marketing & Innovation, PureCircle Limited.
The first products sweetened with the new ingredient are expected on shelves by June, just nine months after introduction—a testament to the difference PureCircle Alpha is making in product formulations.
In preparation for its introduction, the company’s Global Technical Center developed dozens of ready-to-go formulations across food and beverage categories, including carbonated soft drinks, tea and dairy products. Rigorous testing and sensory evaluation have shown an improved taste and sweetness profile compared with other stevia ingredients
"We are greatly pleased with the market’s early response to PureCircle Alpha,” adds Hecker. “Our focus on innovation has enabled us to rapidly bring new and exciting natural solutions to our customers – first Reb A, then SG95 and PureCircle Flavors. Continuous innovation provides our customers with the confidence that PureCircle is helping them bring the very best food and beverages to the market and confirms that stevia derived sweeteners are on their way to become a mass mainstream solution.
Allison Mikita, Communications and Nutrition Specialist, PureCircle Limited
PureCircle is the global leader in the production of high purity stevia products. PureCircle is leading the industry with the development of a vertically integrated, sustainable and natural supply chain. Stevia is now being grown for PureCircle across South America, Africa, Asia, and the United States where it provides a sustainable cash crop for rural farming communities in each region. PureCircle has developed a broad portfolio of ingredient solutions and has pioneered such ingredients as Reb A, SG95, stevia/sugar combinations, and recently introduced breakthrough ingredient PureCircle Alpha for deeper calorie reductions. The company has also brought to market, PureCircle Flavors, which were developed to enhance flavor and sweetness of other stevia sweeteners, sugar, and HFCS. PureCircle has extended its reach through joint venture partnerships with leaders in the sugar industry, including Imperial Sugar in the US to create Natural Sweet Ventures, as well as Tereos and Nordzucker in Europe to create Tereos PureCircle Solutions and NPSweet A/S. As part of its leadership of the stevia industry, PureCircle has pioneered the industry trust mark Stevia PureCircle®, which educates consumers about the benefits of stevia and provides a strong base of trust for both consumers and food & beverage companies alike. The company has also developed the Global Stevia Institute (globalsteviainstitute.com) led by a global advisory board of internationally recognized health professionals with the mission of promoting accurate, science based information on stevia. PureCircle’s global headquarters are in Kuala Lumpur, Malaysia. PureCircle shares are traded on the LSE AIM index.