PURE.L Regulatory News (PURE)

19 Jan 2009 07:00



PureCircle Limited

('PureCircle' or 'the Group')

PureCircle Grows International Sales & Marketing Team

19 January 2009: PureCircle (LSE:PURE), the world's leading developer, producer and marketer of high-purity Rebaudioside A (Reb A), the first all-natural zero calorie sweetener, announces the expansion of its international sales and marketing team, with two key appointments from within the sweetener industry. Angus Flood has moved from Fusion Nutraceuticals to be Head of International Marketing and Erik Bölcs has joined from Nestle to be Vice President European Sales, both based in PureCircle's Geneva office.

Bringing expert industry talent to PureCircle, Angus and Erik will drive the global leader's international sales and marketing of high-purity Reb A in markets such as South America, Asia, Europe/UK, New Zealand and Australia. 

PureCircle is consolidating its first-mover advantage and building a leading sales and marketing team to support the development of operations in the world's key markets. The appointments follow that of Jordi Ferre who joined from Tate & Lyle to spearhead development of the U.S business following the opening of the market with GRAS status for high-purity Reb A.

Commenting on the appointments, Peter Milsted, Director, Marketing and Sales of PureCircle, said:

"We are delighted to have Angus and Erik join our international sales and marketing team. This comes at an exciting time for the company as markets around the world begin to open up to high-purity Reb A, the first all-natural zero calorie sweetener to be used in mainstream food and beverages. Opening of the U.S market should pave the way for regulatory changes in other key markets, most importantly in Europe," he said.

PureCircle has a strategic collaboration with Firmenich to accelerate the commercialisation of high-purity Reb A in the global food and beverage industry. Under terms of the agreement, Firmenich and PureCircle will offer natural flavour and sweetening solutions to category leaders.

"With a corporate office in Switzerland, the heart of the flavours and colours industry for Europe, a collaboration with Firmenich and the expansion of our international sales and marketing team, we are well placed to work with global food and beverage manufacturers in anticipation of further regulatory approval for high-purity Reb A in this market," said Peter Milsted.

Angus brings 19 years' specialist natural food marketing and brand experience to PureCircle. He joins from Fusion Nutraceuticals, where he was Marketing Director responsible for the SucraPlus™ brand, competing with Tate and Lyle's Spenda®. Angus has also served on a variety of marketing committees including the Food and Drink Federation, and has lectured on natural brand development at Leatherhead Food International.

Erik Bölcs has 16 years international food and beverage experience with Nestle and Givaudan. Erik was most recently Business Development Manager, Nestle Middle East. Previously, Erik held technical commercial positions with Givaudan, across Europe and was also Export Manager for Mediterranean countries. Erik brings a wealth of technical product development and sales experience to PureCircle.

ENDS 

NOTES TO EDITORS

About high-purity Reb A

High-purity Reb A is the world's first all-natural, zero calorie sweetener derived from the Stevia Rebaudiana plant. For more on Reb A visit www.Reb-A.com

About PureCircle

PureCircle (LSE:PURE) is the world's leading producer of high-purity Rebaudioside A (Reb A), with a vertically integrated supply chain operating in three continents. PureCircle markets a range of natural sweeteners internationally. Activities range from the sourcing of dry stevia leaves and extraction, refining of high-purity Reb A into sweeteners and marketing of these sweeteners to food and beverage manufacturers worldwide. 

PureCircle's extraction plant can produce 1,000MT of stevia extract annually which is currently the world's largest extraction facility. This is set to increase to 4,000MT in March 2009. The Company has built the world's largest state-of-the-art refining plant in Malaysia. This currently produces 1,000MT of high purity Reb A and work has started to double this capacity to 2,000MT. The Company's production facilities operate in compliance with cGMP, HACCP and ISO standards.

During 2008, PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb A in beverages, foods and tabletop sweeteners worldwide including the exclusive license to market PureViaTM Reb A as a ingredient (PureVia™ is a trademark of PepsiCo Inc and Whole Earth Sweetener Company LLC: see www.purevia.com).

In December 2008, PureCircle announced that the United States Food & Drug Administration ("FDA") had issued a no objection letter with respect to high-purity Reb A, formally giving high-purity Reb A Generally Recognised As Safe ("GRAS") status for use in mainstream beverages, foods and tabletop sweeteners, either as a complement to sugar or as a healthy substitute for synthetic sweeteners. Other Stevia extract ingredients do not have GRAS status in the United States. 

PureCircle's investment in research and development has given it a leadership position in the manufacture of high-purity Reb A, and their scientists are globally recognised experts in their field. 

The Company works with independent farmers in Thailand, China, Paraguay, Laos and Kenya to grow the best quality stevia leaf. PureCircle works closely with communities in each of these countries and endeavours to maximise the social, economic and environmental benefits of its operations.

PureCircle's corporate offices are located in New Jersey USA; Asuncion, Paraguay; Geneva, Switzerland; Kuala Lumpur, Malaysia; Ganzhou, China and Kericho, Kenya.

PureCircle is listed on the London Stock Exchange AIM market under the ticker symbol: PURE

For more information on PureCircle visit: www.purecircle.com