FSANZ has given regulatory approval for steviol glycosides to be used as a food and beverage ingredient in both Australia and NZ.
PureCircle is the world’s exclusive supplier of high purity Reb-A under the PureVia brand – the all natural, zero calorie sweetener that is seen as a viable complement to sugar. High purity Reb-A is derived from the Stevia Rebaudiana plant.
The FSANZ consent comes shortly after PureCircle announced it had agreed with PepsiCo and the Whole Earth Sweetener Company to supply high purity Reb-A for use in beverages and tabletop sweeteners under the PureVia brand.
PureVia is the world’s first all natural, zero calorie sweetener. Steviol glycosides are an extract of the leaves of the plant Stevia Rebaudiana, and are at least 200 times sweeter than sugar.
According to PureCircle chief executive, Magomet Malsagov, “this is great news and reinforces our belief that we will soon see similar approvals in the US, the world’s largest market, and in Europe, where Switzerland has already taken the lead in giving the go ahead for PureVia to be used in mainstream food and beverage production.
“Consumers are demanding a natural and healthy solution to the global obesity epidemic and other health issues resulting from high sugar usage.
“As an all natural and calorie free product, PureVia is seen as providing that solution,” concluded Malsagov.
Lucy Ferguson is a media consultant with Razor PR.