Jordi Ferre, president, commercial division for PureCircle, 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.”
The regulation will enter into force and will be binding in its entirety and directly applicable in the EU Member States, allowing for sale of products formulated with steviol glycosides as early as December 2, the company said.
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.
Jason Hecker, VP global marketing and innovation for PureCircle, said: “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. With our portfolio of solutions and our broad reach through joint ventures with leaders in the sugar industry, including Nordzucker and Tereos, we are fully prepared for a new exciting stage of stevia development in Europe.”
Source: PureCircle
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