Ingredients firm Prinova has signed a deal to distribute PureCircle’s stevia products in the UK once the EU gives the all-clear for lines made with the sweetener to go on sale.
PureCircle, which makes ingredients using the zero-calorie, intense sweetener, announced the agreement today (7 September), alongside the opening of its new European headquarters in the UK.
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The two companies already work together in the US, where the use of stevia was approved in 2008.
The deal is the latest signed by PureCircle in preparation of the EU clearing the use of stevia in food and drink products.
The company last year announced a series of joint ventures with food ingredients and sugar processors across Europe, including a deal with Associated British Foods arm British Sugar.
Last July, PureCircle and British Sugar announced a memorandum of understanding to set up The Natural Sweetness Company to develop products using stevia and sugar for the UK, Ireland, Spain and Portugal, as well as further afield in China and Africa.
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By GlobalDataJordi Ferre, president of PureCircle’s commercial division, said today: “PureCircle recognised early on the European Union’s potential for rapid growth, and responded by establishing strong joint ventures with leading sugar producers. We are now pleased to take another important step by establishing PureCircle’s new business entity in the UK.
“Our direct UK presence will enable us to partner with customers across Europe. Sales, marketing, and application support will all be available through the UK operations further demonstrating PureCircle’s industry leading ability to provide solutions to customers throughout product development stages.”
