PureCircle Stevia Helping Reduce USA Calorie Footprint: Half a Trillion So Far and Counting

PureCircle, the global leader in the production of high-purity stevia products, today announced that its stevia-derived Reb A has so far helped customers eliminate a half-trillion calories from diets in the USA. The figure, based on product sales through the end of 2009, is indicative of stevia’s potential to help policymakers, manufacturers and consumers address the nation’s obesity epidemic.

“In a matter of weeks, Michelle Obama’s ‘Let’s Move’ initiative has done a tremendous job of rallying policymakers, associations, medical professionals and the food and beverage industries to explore ways to reduce obesity in the U.S.,” said Magomet Malsagov, CEO and Managing Director of PureCircle. “With everyone at the table, the search for solutions has real momentum.”

“Already, the food and beverage industries are working to voluntarily address issues including expanding product labeling (‘front of pack labeling’), revising guidelines for marketing to kids and teens and improving the content of school lunch and breakfast programs. PureCircle, with its stevia product, is uniquely positioned to significantly reduce calories in a wide range of food and beverage products. Providing a great tasting, natural way to reduce calories provides a real solution.”

Industry leading manufacturers such as PepsiCo, Unilever and WhiteWave Foods are using stevia to reduce calories while maintaining the taste that consumers enjoy, naturally. Now, stevia usage is expanding into a broadening range of applications globally. According to Mintel, more than 60 new products have been launched containing stevia ingredients in the first two months of 2010, an increase of 36 percent over prior year, with the beverage category up more than 140 percent.

“Our company looks forward to doing our part in conjunction with nationwide efforts to reduce obesity in the United States and other global markets. We invested heavily in our supply chain to insure that this great tasting, natural, zero calorie ingredient is available today as a mainstream solution. Behind a swell of new successful product launches in the past year, stevia is beginning to deliver on our vision.” said Jason Hecker Group Marketing Director of PureCircle Limited.

About PureCircle

PureCircle is a pioneer in the extraction of natural goodness from plants and a leading global producer of natural high-intensity sweeteners, including high-purity Rebaudioside A (Reb A). The company has a vertically integrated supply chain operating in three continents. Activities range from breeding of proprietary stevia varieties, sourcing of dry stevia leaves and extraction, and purification of extracts into sweetening ingredients to the marketing of these ingredients to food and beverage manufacturers worldwide. PureCircle is listed on the London Stock Exchange AIM market with the ticker symbol: LSE.PURE. For more information, visit www.purecircle.com.

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