Stevia maker PureCircle is to set up a venture with Imperial Sugar to penetrate the US market.

London-listed PureCircle said today (22 February) that the two companies would form Natural Sweet Ventures to create “an extensive line of reduced calorie natural sweet applications” using sugar and stevia.

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Natural Sweet Ventures’ products will be made at Imperial’s sugar refinery in Port Wentworth, Georgia and marketed across North America by both companies.

Magomet Malsagov, CEO and president of PureCircle, said:”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.”

Imperial Sugar president and CEO John Sheptor called Malaysia-headquartered PureCircle “the global leader in providing high-purity stevia products” and said the venture would help customers looking for lower-calorie ingredients.

Sheptor said: “This exclusive partnership gives Natural Sweet a first mover advantage as we collaborate with customers to deliver products that meet their distinct needs.”

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