PureCircle, Nordzucker form j.v.
September 24, 2010
OAK BROOK, ILL. — PureCircle Ltd. and Nordzucker have launched a joint venture to develop and market a range of products that combine the natural benefits of both sugar and stevia.
“We are excited to establish this joint venture with PureCircle,” said Hartwig Fuchs, chief executive office of Nordzucker. “PureCircle is the global leader in providing high-purity stevia products and the clear partner of choice to merge first-mover developments, in particular of sugar/stevia combined products and supplying our customers with innovative naturally calorie-reduced sweetening options. The joint venture’s products will be a strong complement to Nordzucker’s core sugar business.”
The joint venture is a 50:50 collaboration and will market products to food and beverage companies across Europe. It also will integrate Nordzucker’s production and distribution infrastructure leadership with PureCircle’s global stevia supply, R.&D. and innovation leadership.
“It is clear that our global customers want naturally reduced calorie sweetener options provided to them around the world to complement their existing sugar options,” said Magomet Malsagov, president and c.e.o. of PureCircle. “When we were looking for partners in Europe, Nordzucker was an obvious choice. As we have been working together it is clear that our combined strengths and vision for the sweetener market will deliver great value to our customers.”