Stevia 3.0 -PURECIRCLE – Superior taste, deeper calorie and sugar reductions

04.12.2012 , Stevia 3.0  
Interview with Giuseppe Danielli director Newsfood.com

1) What is Stevia 3.0 and how is it different from Reb A?
Stevia 3.0 is more a concept than a specific product. After having pioneered such ingredients as Reb A, SG95, PureCircle Alpha and PureCircle Flavors, PureCircle and its partners now offer next
generation stevia solutions through Stevia 3.0.  We recognized that Reb A is not the right solution for every formulation.  Stevia 3.0 is applied innovation that combines PureCircle’s
portfolio of proprietary stevia ingredients and blends with our stevia expertise established through years of application development with stevia.  This innovative approach to application
development  with stevia helps our customers find the best stevia solution for optimal formulations.  
Stevia 3.0 ranges from recommended use of PureCircle’s individual proprietary products from to providing tailor made solutions by blending across PureCircle’s  portfolio.  Stevia 3.0
provides superior taste and deeper calorie and sugar reductions in a broad range of applications. In fruit nectars for instance, sugar can be completely substituted through application
development with PureCircle’s Stevia 3.0.  

2) What are the sectors of application?
Stevia 3.0 helps formulators overcome some of the challenges previously seen with stevia formulations, when Reb A was the only option for those seeking natural, no calorie sweetness.  Stevia
3.0 provides stevia solutions for improved sweetness and taste profiles in the varying matrices of food and beverage applications.   In fact, beyond table sweeteners and drinks, Stevia
3.0 covers new applications including dairy products, chocolate-flavoured drinks, ketchup and soya products. Stevia 3.0 also supports deeper calorie reductions than the 30% calorie reductions
first seen in the EU with Reb A.  

3) It’s been a year since stevia is used in Europe. How has the market evolved and what are the trends?

Globally, food and beverage stevia product launches have grown by 606 % since 2008! In 2012, PureCircle expects EU launches to account for 50% of the world’s stevia launches, with at least 165 of
these launches occurring in the beverage category where stevia has shown strong initial development since its approval. Broadening usage can actually be seen across categories: stevia is being
launched in ketchups, sauces, yogurts, confections and jams. Consumer awareness of stevia is growing in major markets in Europe.  In Italy awareness has grown to 14% only one year after its
pan-European approval.

4) Stevia 3.0…any link with the web?
Stevia 3.0 is not linked directly with the web, though you can learn about more soon on our website (PureCircle.com).  We nicknamed our innovation in this fashion as we expect that there is
more stevia innovation to come from PureCircle.  We pioneered the mass scale production of Reb A as the first generation of stevia, followed by Stevia 2.0, PureCircle’s development of
proprietary stevia ingredients, SG 95 and PureCircle Alpha.  We’re an innovation company and we’re dedicated to developing stevia from farm to final ingredient, in order to provide the best
stevia solutions to our customers.  

5) Who are PureCircle’s partners in Europe?  
PureCircle has joint venture partnerships with sugar industry leaders.
Together, they innovatively combine stevia and sugar for natural sweetening solutions and support customers locally with the entire range of PureCircle’s innovative portfolio of stevia
ingredients.   European partnerships include Tereos PureCircle Solutions, with Tereos in Southern Europe, and NPSweet A/S with Nordzucker, in Northern Europe.  Tereos PureCircle
solutions is the distributor of stevia in Italy, France, Belgium, Czech Republic, Spain and Portugal.

Editorial office Newsfood.com
info(at)newsfood.com