PureCircle appoints Tate & Lyle man for Reb A sales drive

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Related tags: Sugar substitute, Sweeteners

PureCircle has appointed Jordi Ferre to its senior management team in the US to spearhead the commercial development of the all-natural, zero calorie stevia-derived sweetener, Rebaudioside A (Reb A).

Ferre was formerly Tate & Lyle sales and marketing vice president for its Splenda Sucralose division worldwide.

He joins PureCircle, which develops, produces and markets high purity Reb A, as vice-president and general manager for the US.

Magomet Malsagov, PureCircle CEO, said the company planned to “exploit”​ the opening up of the US market for Reb A, following letters of no objection to GRAS (generally recognized as safe) status from the Food and Drug Administration for its use in food and beverages.

He added that the fact that PureCircle was able to attract someone of Ferre’s calibre to spearhead its growth in the USA highlighted both the size of the market opportunity and the recognition of PureCircle’s position in it.

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