Reb A supplier PureCircle has joined with Firmenich in an exclusive global collaboration which aims to provide a formula for applications using the stevia-derived sweetener, not just the ingredient.
More stevia sweetened products are lining up for launch but campaigners are calling for the FDA decision that signaled that the sweetener could be used in food and beverages to be reversed.
A flurry of activity has followed the FDA no objection letters for the stevia-derived sweetener, Reb A, to be used in food and beverages as two companies announce self-affirmed GRAS.
The FDA has given the long-awaited green light for Reb A, the sweetener made from the stevia leaf, to be used in food and beverages - opening the flood gates for new product launches.
As the drive to bring stevia to shop shelves steps up a gear, campaigners urge caution in what they see as a rush to market, saying FDA GRAS must come first.
Cargill has begun a nationwide marketing drive to promote Truvia, its brand of natural, zero calorie stevia sweetener.
Coca-Cola is expected to launch a drink sweetened with stevia in the US this week, according to reports, but there is still no word from the FDA on GRAS status.
The CEO of US firm Natur Research Ingredients, Loren Miles, is to promote the benefits of its Cweet Natural Intense Sweetener to the European market as it awaits regulatory approval.
PepsiCo said it is poised to launch two drinks sweetened with stevia in the US as soon as it is given the green light by the FDA over its GRAS status.
The Sugar Association and McNeil Nutritionals have reached a settlement in the ongoing legal battle over the marketing of the sweetener Splenda.
As the stevia circus rumbles on, the need for certification to ensure quality and clarity has been highlighted by a company which develops analytical tools for ingredients reference standards.
Sales of a stevia supplement across the US could hint at the potential demand for the natural sweetener in food and beverages as GRAS notification is expected within days.
Cargill has entered into an exclusive agreement with ChromaDex to ensure quality and consistency of the natural sweetener stevia, as ingredients companies scrabble for position in an emerging market.
The merger agreement between Bunge and Corn Products International has been thrown into turmoil as CPI’s board has withdrawn its support for the $4.8bn deal.
The American Beverage Association is calling on the new 2010 dietary recommendations which are currently being revised to include a guideline on proper hydration.