PureCircle launches new lower calorie stevia sweetener

Rebecca Prescott16 Sep 2011

PureCircle, a producer and marketer of high purity stevia products, has launched a new proprietary breakthrough stevia sweetener, under the trade name Alpha.

The new sweetener is ideal for companies seeking deeper calorie reductions in their products.

Alpha is a natural fit within the PureCircle product portfolio as a 100% natural, high purity stevia sweetener. It consists of a proprietary combination of steviol glycosides developed as a solution for products seeking 50-100% calorie reductions.

Following extensive sensory and application development work in PureCircle's global application centre in the US, marked improvements were identified compared to existing stevia sweeteners on the market. In particular, its composition allows for a more rounded sweetness and less bitterness at higher sugar replacement levels.

Dr Sidd Purkayastha, vice president global technical development and support, said: "Alpha clearly has an important role to play among our existing portfolio. It is ideal for deeper calorie reductions. With Alpha we are discovering opportunities to improve everything from teas, to juices and dairy products, to flavoured waters and carbonated soft drinks."

Alpha meets JECFA specifications and is available immediately for use in global food and beverage products in all markets that follow JECFA, including the EU, which is expected to be approved this year.

Source: PureCircle