Expanding natural sweetener scope: Amyris-AB Mauri partnership to “transform US baking sector”
23 Jun 2020 --- Amyris, a biotechnology company and supplier of sustainable and natural ingredients, and AB Mauri North America, a global supplier of yeast and baking ingredients, have jointly revealed an exclusive multi-year agreement for the sale and purchase of Amyris’ Purecane Reb M zero-calorie sweetener for baking applications. The partnership is expected to transform the industrial baking sector in the US, Mexico and Canada markets by enabling AB Mauri’s customers to produce reduced-sugar baked goods with no loss of flavor, texture or product appeal.
According to Beth Bannerman, Senior Vice-President of Corporate Communications and Engagement at Amyris, a notable 59 percent of US consumers would like to see more foods and beverages with naturally sourced sweeteners. “Consumers will reward companies with their loyalty for responding by giving consumers better-tasting sweetness and healthier alternatives to sugar,” she tells FoodIngredientsFirst.
An all-round solution
Purecane Brand Sweetener, also known as fermented sugarcane Reb M, is a zero-calorie, zero glycemic sweeteners that can be used as part of a better-for-you diet to reduce the intake of sugar, calories and carbohydrates – making it a solution for not only diabetics but also for the growing consumer-base looking for less sugar in their diet.
Purecane is made through a fermentation process that starts with sugarcane and then converts it to a pure, no-calorie sweetener without any artificial chemicals or bitter aftertaste, unlike other alternative sweeteners. This process also requires one-tenth of the agricultural acreage than other leading natural leaf products and results in very low waste, notes Amyris.
The collaboration signifies a “promising beginning and catalyst for future growth opportunities” for the Purecane brand, which launched in December 2019 following Amyris’ introduction of its sweetener ingredient in December 2018.
“We’re very pleased to partner with a leader like AB Mauri to bring our sweetener to consumers of baked goods,” says John Melo, President and CEO of Amyris. “Like AB Mauri, we are committed toward providing consumers with healthier options from sustainable ingredients to reduce sugar in people’s diets while letting them enjoy the sweetness they desire.”
“Particularly in bakery, the functionality of natural sweeteners has been a challenge because sugar is highly functional in baking, not only for sweetness but also for structure and texture. Purecane is the next generation of natural sweetener that performs very well in bakery,” Bannerman details.
The health risks associated with added sugar in the diet is real and is not limited to the US, Mexico and Canada, Bannerman flags. “In the US alone, however, more than 34 million people are living with diabetes and more than 88 million more Americans have prediabetes. The total costs of diagnosed diabetes in the US is US$327 billion,” she continues. “The opportunity is clear and present right here, at home, which is where we are putting our initial focus.”
“Consumers understand the link between sugar consumption and unhealthy weight gain, diabetes and cardiovascular disease,” she adds. Understanding the risk, however, is not the same as changing behaviors. Therefore, F&B companies recognize that by reducing sugar in their formulations with natural alternatives, they are making it easier for consumers to make positive, healthy lifestyle choices without sacrificing taste and flavor, explains Bannerman.
Expanding North American base
“AB Mauri is ready to partner with Amyris and leverage its expertise in biotechnology for the benefit of our industrial baking customers,” notes Mark Prendergast, President of AB Mauri North America.
“We look forward to supporting their transformation of the industrial baking sector in the US, Mexico and Canada markets by enabling AB Mauri’s customers to purchase bread, rolls and cakes with up to 50 percent less sugar and 100 percent great taste,” Bannerman notes.
“While sugar plays an important role in baking, creating sweetness, color and texture in baked goods, excessive consumption is a leading cause of ill health in North America. The inclusion of Amyris’ innovative Purecane ingredient in our sugar reduction solutions will allow our customers to reduce sugar in their products while maintaining the same taste and quality that consumers love and demand without the negative health consequences,” concludes Prendergast.
In February, Amyris expanded the distribution of Purecane on Amazon. At the time, the company said that consumers have natural sweetness without the added calories of sugar or the noticeable aftertaste of artificial sweeteners or stevia.
In October 2018, a few weeks after Amyris was given GRAS (Generally Recognized as Safe) status on its Purecane sweetener, the company revealed it was joining forces with the American Sugar Refining, Inc. in a major supply and distribution deal.
By Elizabeth Green
