An amendment to the EU food additives regulation has removed the requirement for stevia blends to contain at least 75% stevioside or reb A, giving food and beverage manufacturers scope to formulate better tasting stevia-sweetened products.
Consumers and industry have embraced the mid-calorie concept in drinks and are starting to look at its relevance in other product categories, according to stevia supplier PureCircle.
The relatively flat UK sweetener market grew 7% last year boosted by EU approval of stevia extracts in late 2011, says Cargill, the supplier of Truvia-brand stevia-based sweeteners.
The International Stevia Council has launched a new, independent proficiency testing programme (PTP) for stevia products, which is intended as a benchmark to ensure analytical methods used to determine composition and purity yield accurate results.
The stevia industry’s best guess on approval in Europe is currently around July 2010, according to PureCircle VP sales and marketing Jordi Ferre, and in the meantime the food and beverage sector is watching closely the unfolding market in France.
By Sneha Pasricha, research analyst, Frost & Sullivan
A sustainable supply chain, adherence to quality standards and alliances with flavour companies are all keys to success in the increasingly competitive stevia sweeteners market, says Sneha Pasricha of Frost & Sullivan.
By Sneha Pasricha, research analyst, Frost & Sullivan
Aspartame and sugar are likely to be the main substitution targets for emerging stevia sweeteners, and beverages the initial main application, writes Sneha Pasricha, a research analyst for Frost & Sullivan, in the first of two guest articles.
Manufacturers in France are gearing up to start using high purity stevia extract Reb A as soon as approval is signed off, according to a supplier, making use of an anticipated two-year window before full European approval.
