PureCircle appoints Tate & Lyle man for Reb A sales drive

- Last updated on GMT

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.

Related news

Related products

Leading the way to less sugar

Leading the way to less sugar

Cargill | 15-Jun-2022 | Infographic

Meeting consumer expectations for less sugar isn't always easy – due to its many functions and complex attitudes toward alternative sweeteners.

A label that stands out and stands up.

A label that stands out and stands up.

ADM | 31-May-2022 | Case Study

Combining superior taste, texture and functionality with clean label appeal just in time for the summer BBQ, ADM's solution for creamy, vegan mayonnaise...

Related suppliers

Follow us

Products

View more

Webinars