New alliances in preparation for EU stevia approval
Steviol glycosides received a positive safety opinion from the European Food Safety Authority in April, and are widely expected to be approved by the European Commission for use in foods and beverages in the EU in early 2011.
In France highly purified (97 per cent) Reb A has been approved since September 2009, after the country successfully applied for a two-year window to use it in advance of anticipated EU-wide go ahead.
The eventual potential is expected to be significant, especially as consumers are veering away from artificial additives towards more ingredients with more natural perceptions. Consumer marketing efforts will be required in the initial stages of product launches, as has been the case in France, where stevia has figured large in advertisements for the first products with Reb A, such as Fanta Still.
Doehler and Pure Circle
DoehlerGroup announced its new global strategic partnership for stevia today, central to which is leveraging PureCircle’s stevia ingredients portfolio and DoehlerGroup’s sweetening, sweetening flavour and application know-how. Between them, the companies say they will be able to serve customers in 21 application centres around the world.
Herbert Eickmeier, marketing at DoehlerGroup, told FoodNavigator.com that companies are “organising everything now” in advance of EU approval.
From its market research, DoehlerGroup has learned that there is “huge interest, especially in beverages”.
“All we have to do is wait for approval”.
Corn Products and Galam
Also this week Corn Products International has announced that it signed a new agreement with Galam Group which will enable it to leverage the Israeli company’s established sweetener sales channels in Europe for its Enliten stevia-derived sweetener.
“This agreement with Galam Group will allow us to reach food and beverage manufacturers in these key markets with more customized solutions with our Enliten product,” said Fernando Cuccioli, senior director for processed foods for Corn Products International.
More than just being a sales deal, however, agreement allows Galam will use the blending technology of its European affiliates (Eurosweet Germany, Atomer Spain, VUC Czech Republic and GalSweet Israel) to make new customized sweetener solutions and liquid blends with Enliten.
“Galam’s strong presence and blending facilities in Europe and Israel will help ensure customers throughout these markets have access to superior stevia formulations and sweetener blends,” said Cuccioli.
Tereos and PureCircle
PureCircle announced yesterday the launch of a joint venture with the sugar company Tereos to provide sugar/stevia blends to the European market and gain a stronger international presence through Tereos’ Brazilian facilities. The JV is called Tereos PureCircle Solutions
The new partnership will develop and market sugar/stevia blends in France, Belgium, Czech Republic and Italy, as well as non-exclusively in other European markets, including Switzerland, the companies said.
“Operating from Tereos offices in France, Tereos PureCircle Solutions will access Tereos’ facilities, application centre and distribution infrastructure. This will be supported by PureCircle’s global stevia supply chain, R&D and innovation leadership,” the companies said in a joint statement.