PURE.L Regulatory News (PURE)

4 Nov 2009 07:00



Stevia product launches hit 200 

PureCircle Limited ('PureCircle' or 'the Company')

PureCircle (LSE: PURE), the world's leading producer of Natural High Intensity Sweeteners, including Reb A, is pleased to report that latest data available from the leading market research organisation Mintel shows that escalating worldwide demand for products containing stevia is such that product launches throughout the world over the last 12 months has reached 200.

US beverage company Apple Rush has just announced the planned introduction of its Organic Lights beverage range with 40 per cent less calories. This follows the launch in New Zealand on October 29 of Frucor's Revive Supplement Water containing PureCircle's high purity Reb A. Other launches announced in October were Puredent Gum's sugar-free gum with stevia; a new and natural table-top stevia sweetener in Australia from Hermes Sweeteners; organic, zero-calorie sparkling drinks with stevia from Steaz; Blue Sky Free's zero-cal soda product and PepsiCo Canada's Aquafina Plus Vitamins 10 Cal beverages containing PureVia with PureCircle's Reb-A.

The Mintel data shows that of the 200 launches 22 have been in the US, with the balance, 178, launched in the rest of the world. While the majority of launch coverage has been centered on the high profile beverage market, the report points out that 40 per cent of global launches have been in the snacks, cereals and biscuits segments, with significant activity also in the tabletop sweetener ready meals and dairy/yoghurts categories. 

PureCircle Director of Sales and Marketing Peter Milsted said: "The 200 product global landmark achieved by the stevia industry is encouraging both in volume and scope. Increasingly we are seeing volume brands lowering sugar calories naturally with stevia and the mainstream conversion from synthetic ingredients is well underway. Most importantly the products that have been launched are performing well and consumer feedback is positive".

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