4 Mar 2010 07:00
PURECIRCLE LIMITED
("PureCircle" or "the Company")
Stevia-based product launches increase in 2010
PureCircle (LSE: PURE), the world's leading producer of Natural High Intensity Sweeteners, including Reb A, is pleased to provide this update on the latest developments in the global stevia market.
Stevia usage is expanding into a broadening range of applications worldwide. According to Mintel more than 60 new products containing stevia ingredients have been launched in the first two months of 2010, an increase of 36 per cent over the same period in 2009 with the beverage category up more than 140 per cent. With the support of major food and beverage companies around the world, stevia is continuing to gain awareness and share within the market place.
Following Pepsi's successful launches and expansion of SobeLifewater® 0 calorie and Tropicana's Trop 50, the Pepsi Lipton Tea Partnership has added another major brand to the list of stevia sweetened products. In February the joint venture launched Lipton Iced Tea Lemon and Green Tea Peach Mango. The products are 100 per cent natural, with no artificial flavours, artificial colours or preservatives.
The successful delivery of beverages using Reb A has led to its introduction into new categories. In the US new products in Unilever's Wish-Bone® salad dressing range include stevia Reb A as ingredient. These new products are available in such varieties as Italian and Red Wine Vinaigrette. In Australia a leading food retailer, Coles, has launched new, lighter buns made using high purity Reb A with sugar. 'Living Lighter Hot Cross Buns' contain 25 per cent fewer calories than standard Coles Fruit Hot Cross buns while delivering the same taste.
Tabletop is another category experiencing the global momentum of stevia. Heavy USA marketing spend by stevia tabletop brands estimated in excess of $57m in media over the past twelve months has helped continue the advance of stevia's market share in the low calorie sweetener category which in turn has led to the introduction of leading brands in new markets. PureVia™ tabletop brand, previously available in the United States, Australia and Mexico, has now expanded into France following the recent approval of the use of Reb A in the tabletop category. The expansion into France further demonstrates the growing global interest in stevia's all natural, great tasting, zero calorie sweetness.
| PureCircle Limited (www.purecircle.com), |
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| Magomet Malsagov, Managing Director | +60 1 2388 8049 |
| William Mitchell, Finance Director | +44 7974 005 163 |
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| Westport Communications | +44 20 7065 2690 |
| Alan Frame | alan@westportcomms.com |
| Jeanette Bishop | jeanette@westportcomms.com |
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| RFC Corporate Finance Ltd | +61 8 9480 2500 |
| Stephen Allen |
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