Beghin Say Ligne Sweetener Adds Stevia PureCircle Trust Mark

Beghin Say Ligne is yet another example of a product choosing to communicate the naturally sweet benefits of stevia extracts via the Stevia PureCircle trust mark.

Nov 23 2011 --- Beghin Say, a major international brand in sugar and sweeteners, expanded its line of nutritional sugars in France last December with the launch of Beghin Say Ligne, sweetened with natural origin stevia extracts by PureCircle. The successful Beghin Say Ligne brand now carries the Stevia PureCircle trust mark.

Beghin Say Ligne is the newest sweetener under the Beghin Say brand and the first sweetened with natural origin stevia extracts. It consists of a blend of sugar and stevia extracts by PureCircle that provide the same sweetness as Beghin Say’s other sugar products, but with less sugar and calories per portion. Stevia by PureCircle is a great tasting, natural origin sweetening ingredient derived from the stevia plant.

“Consumer demand for more natural, great tasting calorie reduction continues to grow around the world,” said Jason Hecker, Vice President Global Marketing & Innovation for PureCircle. “Beghin Say Ligne is a great example of the benefits of bringing together two great sweeteners stevia and sugar to meet these consumer needs.”

Beghin Say Ligne is yet another example of a product choosing to communicate the naturally sweet benefits of stevia extracts via the Stevia PureCircle trust mark. The trust mark is currently being licensed by leading brands in the EU, US, Latin America, Europe and Asia across more than 85 food and beverage products such as Silk Light soymilk, True Lemonade drink mix and Steviacane table top sweetener in the US, as well as Go Coco coconut water in Australia and 100% Stevia table top sweetener in Brazil. It serves as a symbol of quality and reliable sourcing for consumers and is supported by such activities as PureCircle’s We Grow Joy campaign (steviapurecircle.com) and the Global Stevia Institute (globalsteviainstitute.com).

“The success of our natural origin Beghin Say Ligne line, since launching last December, demonstrates stevia’s broad consumer appeal,” said Michel Laborde, Commercial Director of Tereos. “The Stevia PureCircle trust mark uniquely gives us the ability to both lever this powerful message and reassure consumers about the quality of our ingredients.”

Beghin Say Ligne is nationally distributed in France under Tereos’ Beghin Say brand. The nutritional line with natural origin stevia extracts, now available in both white and brown sugar cubes, is supported by a national marketing campaign.