With European approval for high purity stevia ingredients expected by the end of this year, PureCircle has stepped up its application support for customers preparing for launches across Europe.
France, which has led the EU with a temporary approval for high purity stevia sweeteners, has experienced rapid growth in stevia awareness and early market adoption in the low-calorie sweetener category. Similar activity is anticipated across Europe, including the UK, which is one of the largest markets for sweeteners in Europe.
Jordi Ferre, president of PureCircle’s commercial division, said: “PureCircle recognised early on the European Union’s potential for rapid growth and responded by establishing strong joint ventures with leading sugar producers.
“Our direct UK presence will enable us to partner with customers across Europe. Sales, marketing and application support will all be available through the UK operations, further demonstrating PureCircle’s industry-leading ability to provide solutions to customers throughout product development stages.”
PureCircle’s UK reach will be further extended through the new distribution agreement with Prinova, which builds on the existing distribution relationship the two companies have already established in the US market.
© FoodBev Media Ltd 2016