16 Mar 2010 --- PureCircle , the global leader in the production of high-purity stevia products, announced that it’s stevia-derived Reb A has so far helped customers eliminate a half-trillion calories from diets in the USA. The figure, based on product sales through the end of 2009, is indicative of stevia’s potential to help policymakers, manufacturers and consumers address the nation’s obesity epidemic.

“In a matter of weeks, Michelle Obama’s ‘Let’s Move’ initiative has done a tremendous job of rallying policymakers, associations, medical professionals and the food and beverage industries to explore ways to reduce obesity in the U.S.,” said Magomet Malsagov, CEO and Managing Director of PureCircle. “With everyone at the table, the search for solutions has real momentum.”

“Already, the food and beverage industries are working to voluntarily address issues including expanding product labeling (‘front of pack labeling’), revising guidelines for marketing to kids and teens and improving the content of school lunch and breakfast programs. PureCircle, with its stevia product, is uniquely positioned to significantly reduce calories in a wide range of food and beverage products. Providing a great tasting, natural way to reduce calories provides a real solution.”

Industry leading manufacturers such as PepsiCo, Unilever and WhiteWave Foods are using stevia to reduce calories while maintaining the taste that consumers enjoy, naturally. “Our company looks forward to doing our part in conjunction with nationwide efforts to reduce obesity in the United States and other global markets.   We invested heavily in our supply chain to insure that this great tasting, natural, zero calorie ingredient is available as a mainstream solution.  Behind a swell of new successful product launches in the past year, stevia is beginning to deliver on our vision.” said Jason Hecker Group Marketing Director of PureCircle Limited.