Collaboration creates stevia extract flavor system

by Staff
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Flavor systems for Rebaudioside A, a natural, zero-calorie sweetener extracted from the stevia plant, will be rolled out across food and beverage applications through a global strategic collaboration between PureCircle and Firmenich.

"Combining Firmenich’s worldclass flavor ability and global reach with the groundbreaking low-calorie natural sweetening that Reb A provides is a major event in the food and beverage industry," said Magomet Malsagov, chief executive officer of PureCircle, which has a U.S. office in Florham Park, N.J. "Calorie reduction is a major development platform in all key application areas."

Patrick Firmenich, c.e.o. of Firmenich, Geneva, said, "Reducing sugar in food and beverage products, while maintaining consumer preference, is one of the biggest challenges in our business today. By combining PureCircle’s know-how in Reb A with Firmenich’s expertise in sweetness enhancement and flavor masking, I believe that we can fulfill consumer desires for great-tasting, low-sugar, lowcalorie foods and beverages."

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