TIDMPURE 
 
RNS Number : 4489H 
PureCircle Limited 
21 February 2010 
 
PURECIRCLE LIMITED 
("PureCircle" or "the Company") 
  Imperial Sugar Company & PureCircle Limited launch Natural Sweet Ventures, to 
    deliver "all the sweetness of sugar, but with fewer calories, naturally" 
PureCircle Limited (LSE: PURE) - Imperial Sugar Company  and PureCircle Limited 
are pleased to announce the launch of Natural Sweet Ventures LLC ("Natural 
Sweet" ), a joint venture created between Imperial, one of the largest 
marketers of refined sugar in the NAFTA region, and PureCircle, the global 
leader in the production of high purity stevia products.  The exclusive North 
American joint venture will be the first ingredients company to combine the 
natural benefits of both sugar and stevia to create an extensive line of reduced 
calorie natural sweet applications  for the food and beverage industry: "All the 
sweetness of sugar, but with fewer calories, naturally" 
 
Consumers looking for natural sweetness with reduced calories 
 
Consumers continue to love sugar. Consumers trust natural sugar and the natural 
sweet taste it brings to their favorite products.  Rightly, natural sugar is at 
the core of sweet ingredients in Food and Beverages. This natural sweetness is 
why so many companies are switching back to sugar in their products. 
 
Natural Sweet Ventures' products provide a sugar option with additional 
benefits: 
 
-      Same sweetness with fewer calories 
-      Natural and GMO-free 
-      Lower glycemic index 
 
 
Meeting consumer needs with proprietary innovation 
 
Both Imperial and PureCircle have rich heritages in developing proprietary 
technologies tied to natural, sweet innovations. Considerable research and 
development, intellectual property resources and refining expertise have been 
combined to create a proprietary technology platform. This provides Natural 
Sweet customers with flexibility in developing innovative applications.  Natural 
Sweet Ventures' product line delivers benefits of cane sugar and stevia to food 
and beverage manufacturers across North America, including: 
 
-      Liquid form - excellent for beverage or as a replacement for current 
liquid sweeteners 
-      Crystallised form - ideal for syrup, spray-on, dairy, many baking and 
confection applications that rely on sugar for product performance 
-      Variety of calorie reduction levels - allows formulation to specific 
calorie levels that best suit the application 
-      All products are 100 per cent natural, have reduced caloric levels, have 
a lower glycemic index, have no GMO, are temperature and pH stable, have uniform 
dispersion of both sugar and stevia 
 
All Natural Sweet Ventures' products will carry the trusted endorsements of both 
Stevia by PureCircle and the Imperial Crown trademarks. 
 
The Natural Sweet Venture 
 
Natural Sweet Ventures is a 50:50 Joint Venture between Imperial and PureCircle. 
The Board of Directors and Operating management team will be drawn from the two 
companies. 
 
Natural Sweet Ventures' products will be produced at Imperial's state-of-the-art 
Port Wentworth, Georgia, USA refinery and marketed across North America by the 
combined sales teams of Imperial and PureCircle. 
 
Magomet Malsagov, CEO & President of PureCircle Limited commented:"When we were 
looking for a partner for the important North America market there was really 
only one choice. Imperial stood out above the crowd for its commitment to 
innovation, natural sweeteners, outstanding customer service and next generation 
natural sugars. We are delighted to be partnering with Imperial in Natural 
Sweet" 
 
John C. Sheptor, President and CEO of Imperial Sugar said: "We are delighted to 
partner with PureCircle, the global leader in providing high purity stevia 
products.  The Natural Sweet Ventures' product line is an attractive proposition 
for customers seeking lower calorie, natural sweetening solutions. Natural Sweet 
is a complement to Imperial's core sugar business and consistent with our 
strategy to expand value-added natural offerings for customers and enhance 
shareholder value.  This exclusive partnership gives Natural Sweet a first mover 
advantage as we collaborate with customers to deliver products that meet their 
distinct needs." 
 
About Imperial 
Imperial Sugar Company is one of the largest refiners, processors and marketers 
of refined sugar in the United States to food manufacturers, retail grocers and 
foodservice distributors. The Company markets products nationally under the 
Imperial(R), Dixie Crystals(R) and Holly(R) brands.  For more information about 
Imperial Sugar, visit www.imperialsugar.com and www.iscnewsroom.com. 
About PureCircle 
PureCircle is the global leader in the production and delivery of high purity 
stevia products. Stevia is now being grown for PureCircle in 15 countries across 
South America, Africa, and Asia, providing a sustainable cash crop for rural 
farming communities in each region.  PureCircle's USA headquarters are in 
Oakbrook, Chicago, Illinois and the Group's global headquarters are in Kuala 
Lumpur, Malaysia.  For more information about PureCircle, please visit 
www.purecircle.com 
About Stevia 
Stevia is a plant from the chrysanthemum family that originates from Paraguay in 
South America. It has been used as a natural sweetener and flavour enhancer for 
many centuries. In 2008 high purity (over 95 per cent) Rebaudioside A, a single 
molecule from the stevia plant, was granted FDA GRAS (generally regarded as 
safe) status for use as a sweetener ingredient in beverage and food products. On 
a weight basis high purity Rebaudioside A is up to 300 times sweeter than sugar, 
has no calories, has a low glycemic index and is heat and pH stable. 
Since FDA authorization, stevia sweetened products have rapidly grown in demand 
within the United States. For example: Nielsen data for year end 2009 show 
stevia sweetened products comprised 14 per cent of the USA tabletop sweetener 
market. 
 
CONTACT 
 
 
Magomet Malsagov - Group CEO                              +60 1238 88049 
 
William Mitchell - Group CFO                                    +44 7974 005163 
 
Steve Allen        - NOMAD - RFC                                 +61 4179 03115 
 
Alan Frame         -Westport Communications       +44 20 7065 2690 
 
 
 
 
 
 
 
 
This information is provided by RNS 
            The company news service from the London Stock Exchange 
   END 
 
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