Product Launch
January 29 2010 - 2:00AM
UK Regulatory
TIDMPURE
RNS Number : 3068G
PureCircle Limited
29 January 2010
PURECIRCLE LIMITED
("PureCircle" or "the Company")
Major stevia-based product launches across the globe
PureCircle (LSE: PURE), the world's leading producer of Natural High Intensity
Sweeteners, including Reb A, is pleased to provide the first of a planned series
of monthly updates on developments in the global stevia market.
In the USA it is just over a year since the Food and Drug Administration
approved Reb A for use as an ingredient in Food and Beverage products. Since
then there has been strong and growing usage of Reb A across a range of
categories.
In the High Intensity table top category the most recent Nielsen data at the end
of 2009 shows that stevia-sweetened brands now account for 12 per cent of the
U.S retail tabletop market. This represents a rapid penetration of the market
and, for example, already compares favourably with long established Aspartame
and Saccherine sweeteners which have 14 and 16 per cent share.
Stevia's development in table top is being mirrored in other categories. A
growing number of the world's biggest food and beverage companies are now
turning to stevia to provide naturally sweetened calorie-reduced products for
their consumers. Recent launches include a variety of brands from Danone,
Nestle, PepsiCo, WhiteWave and Goodman Fielder.
In the USA PepsiCo has extended the range of Sobe Lifewater flavours using
PureVia Reb A. Following strong demand from consumers for the first five Sobe
flavours featuring stevia two additional flavours, Strawberry Dragonfruit and
Cherimoya Punch, have been launched in January. In PepsiCo's Trop 50 range,
recent launches include Pomegranate Blueberry and Pineapple Mango containing 50
per cent fewer calories.
In the large USA Soy Milk category WhiteWave's Silk Chocolate Light has been
launched as the brand's first all natural, stevia-sweetened soy milk.
Following approval for use as a Food and Beverage ingredient in September 2009,
France approved Reb A for use in the High Intensity table top category in
January 2010 and launches are expected in the near future. Stevia table top
launches in Australia and Switzerland have been growing market share across the
last six months.
In New Zealand Frucor is marketing Revive Supplement Water, the country's first
low calorie vitamin-enhanced beverage featuring Reb A. Also in New Zealand
Goodman Fielder's Meadow Fresh Lite yoghurt was reformulated to replace
artificial high intensity sweeteners with Reb A, available in four flavours
In Canada PepsiCo recently unveiled Aquafina Plus Vitamins 10 Cal, the country's
first low calorie, vitamin enhanced water to feature Stevia.
In Latin America PepsiCo launched Gatorade G2 in Mexico and Danone's Levite
flavoured water brand is now incorporating Reb A in some products.
In Malaysia Nestle rolled out Yoco yoghurt in a variety of flavours and
sweetened with stevia. Also in Malaysia Nestle now sells Bliss Drinkable yoghurt
in seven flavours, again sweetened with stevia.
Other market developments include a survey just released from KnowGenix which
indicates that there is growing consumer awareness and demand for stevia and an
overall positive feel about market growth. The KnowGenix survey suggests
that stevia sweeteners are on track to capture more than 50 per cent of the
aspartame and sucralose markets.
The Company plans to provide a further update on the stevia market in late
February, including developments from the Stevia World Americas conference
being held in Atlanta USA on 25 and 26 February 2010.
Jason Hecker, Director of Marketing, PureCircle USA, said: "The interest across
food and beverage categories shows that stevia is well on its way toward
becoming a mainstream ingredient".
Enquiries
+-----------------------+----------------------------+
| PureCircle | |
| Limited | |
| (www.purecircle.com), | |
+-----------------------+----------------------------+
| Magomet | +60 1 2388 8049 |
| Malsagov, | |
| Managing | |
| Director | |
+-----------------------+----------------------------+
| William | +44 7974 005 163 |
| Mitchell, | |
| Finance | |
| Director | |
+-----------------------+----------------------------+
| | |
+-----------------------+----------------------------+
| Westport | +44 20 7065 2690 |
| Communications | |
+-----------------------+----------------------------+
| Alan | alan@westportcomms.com |
| Frame | |
+-----------------------+----------------------------+
| Jeanette | jeanette@westportcomms.com |
| Bishop | |
+-----------------------+----------------------------+
| | |
+-----------------------+----------------------------+
| RFC | +61 8 9480 2500 |
| Corporate | |
| Finance | |
| Ltd | |
+-----------------------+----------------------------+
| Stephen | |
| Allen | |
+-----------------------+----------------------------+
This information is provided by RNS
The company news service from the London Stock Exchange
END
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