This is the news we’ve all been waiting for … acceptance of stevia in the EU, enabling formulation of a multitude of low- and no-calorie beverages.
Many companies have already been gearing up for this via long-term trials with the flavour houses, as stevia isn’t always easy to work with and without careful formulation can give off notes, a liquorice aftertaste and not always a satisfactory mouthfeel. Apparently, companies will have to wait 20 days after the announcement in the EU official journal before it comes fully into force.
The benefit, of course, is that it’s a natural product made from the stevia rebaudioside leaf and can be labelled as a natural sweetener on products – something the consumer is increasingly taking into account when selecting food and drinks. Now, the challenges are having access to enough stevia and, importantly, stevia of the right quality.
We heard today from The International Stevia Council, the authoritative voice for the stevia industry, that it applauds the final approval of the European Commission’s Regulation to authorise the use of steviol glycosides as a non-caloric sweetener in the European market.
Maria Teresa Scardigli, the Council’s executive director, said: “The final hurdle in the regulatory process for steviol glycosides – the scrutiny of the regulation by the European Parliament and the Council of Ministers – has been cleared.”
The regulation has been formally adopted on 11 November and will enter into force 20 days after publication in the EU Official Journal, which occurred on 12 November. As a result, consumers across Europe will be able to enjoy products sweetened by steviol glycosides as early as 2 December 2011.
Steviol glycosides (or purified stevia extracts) are derived from the stevia plant, a small shrub native to South America. As a member of the largest family of plants, Asteraceae or the ‘sunflower family’, stevia is related to herbs and vegetables such as chamomile, tarragon, endive and lettuce.
Leading global food safety experts, including the Joint FAO/WHO Expert Committee on Food Additives (JECFA) and the European Food Safety Authority (EFSA), have established that steviol glycosides are safe for all populations to consume and steviol glycosides are suitable sweetening options for people with diabetes.
Carl Horn, president of the International Stevia Council, said: “This is a major step forward for consumer choice in Europe. Steviol glycosides are derived from a natural source, the stevia plant, and are zero-calorie. These two characteristics are key attributes for consumers searching for ‘better for me’ products in their efforts to lead healthier lifestyles and manage weight. In the coming weeks and months, consumers will begin to see new products sweetened with stevia appearing on the shelves in European supermarkets. This will include a wide range of goods, including yogurts, cereals, beverages, soft drinks, confectionery, chocolate and tabletop sweeteners.”
Hundreds of new products are being launched each year made with stevia extracts across a wide range of countries and products, from tabletop sweeteners to beverages. Stevia extracts have become particularly common in Asia, South America and the US.
Jordi Ferre, president commercial division for PureCircle Limited, said: “This is a very important day for the stevia industry, food and beverage manufacturers and consumers in Europe. Stevia, the no-calorie, natural sweetener, will play an important role in addressing consumer interest in healthier diets and sustainable ingredients, as well as to help offset rising commodity costs for our customers.”
Food and beverages sweetened with stevia are increasingly being launched around the world, from dairy to beverages to confections. France, which allowed for an interim approval of high purity stevia extract Reb A in 2009, has enjoyed rapid growth in consumer awareness, behind successful new product launches.
In the latest research study by the PureCircle Insights Group, awareness of the sweetener among the general population had already reached 47% by July 2011.
“PureCircle and our customers have been preparing for some time in anticipation of European approval. Our entire line of stevia ingredients, including our recent launch of breakthrough sweetener PureCircle Alpha, fully meets EU specifications,” said Jason Hecker, VP global marketing and innovation for PureCircle Limited. “With our portfolio of solutions and our broad reach through joint ventures with leaders in the sugar industry, including Nordzucker and Tereos, we’re fully prepared for a new exciting stage of stevia development in Europe.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
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