PureCircle Reb D stevia can push soda sucrose cuts ‘well beyond’ 30%

By Ben BOUCKLEY contact

- Last updated on GMT

Picture Credit: Dustin Ginetz
Picture Credit: Dustin Ginetz

Related tags: Stevia, Coca-cola

PureCircle insists it newly GRAS-approved stevia-based sweetener Rebaudioside D can deliver ‘great tasting products’ well beyond a 30% threshold typically associated with Rebaudioside A alone.

In November 2012, for instance, Tate & Lyle told us that beverage manufacturers had mostly used earlier generation stevia ingredients to cut sugar levels by 30% before encountering taste issues.

Tate & Lyle said then that its new Tasteva stevia could be used to halve sucrose levels without running into difficulties regarding stevia’s bitter, liquorice-like aftertaste.

Yesterday, PureCircle revealed that the US Food and Drug Administration (FDA) had issued a ‘no objection’ GRAS letter allowing beverage brands to use Reb D in US product launches.

Pure Circle predicts ‘rapid adoption’ by market

Jason Hecker, VP global marketing and innovation, PureCircle, told BeverageDaily.com today: “Depending on the application and concept, our Stevia 3.0 formulation approach yields great-tasting solutions well beyond the 30% reduction.”

“Our latest formulation is focused on driving deeper reductions in formulations with higher sweetness levels,”​ Hecker added. “We are confident that we have the tools to deliver great-tasting products well beyond 30% reduction.”

Asked when PureCircle expects the first Reb D product to launch in the States, Hecker said the firm expected “rapid adoption”​ by the market but would not share finished product launch timings.

The ingredients firm counts both PepsiCo and The Coca-Cola Company among its customers.

Global commercialization plan

PureCircle said its January 2013 GRAS notification submission to the FDA that it was unlikely that Reb D would be used as the sole sweetener in all products, due to its higher price versus other steviol glycosides, and would likely be blended with these to attain the desired taste profile.

Given that PureCircle has indicated (in its GRAS notice) the suitability of Reb D for use in carbonates, and notably cola carbonates, did Hecker believe this would be the first and major usage category?

Although he said the firm anticipated its use in a wide range of products, given its clean taste profile Reb D allowed customers to develop naturally sweetened formulations with “very low to no calories, particularly in foods and beverages with higher sweetness levels, such as carbonated soft drinks”.

Hecker declined to specify where else in the world PureCircle is seeking regulatory approval for the sweetener.

“We will commercialize Reb D across global markets over time. Given the varying regulatory requirements globally, additional approvals may be required to fully take advantage of Reb D’s benefits in some markets,”​ he said.

Related news

Related products

show more

Top Trends Affecting the Growing Snack Category

Top Trends Affecting the Growing Snack Category

AIDP, Inc | 29-Jun-2020 | Infographic

Snacks are growing at double digit rates primarily driven by new forces. Consumers tastes and demographic shifts are propelling snack growth. Consumers...

Convenience foods + culinary standards

Convenience foods + culinary standards

Cargill | 09-Jun-2020 | Technical / White Paper

Keeping pace with modern lifestyles and current trends, today’s convenience category has the opportunity to re-invent itself and earn a consistent place...

Bestevia® Taste Solutions Beverage

Bestevia® Taste Solutions Beverage

SweeGen Inc. | 22-May-2020 | Product Brochure

Reformulating beverages with less sugar and no artificial sweeteners is key to reaching today’s label conscious consumers. Our Bestevia® Taste Solutions...

Related suppliers

Follow us

Products

View more

Webinars