New Stevia Sweetened Products Launching at a Greater Rate

Momentum for stevia sweetened products continues as new products roll out across a variety of markets and categories. In April 2010, 49 new stevia sweetened products launched globally.

6 May 2010 --- PureCircle is pleased to provide this update on the latest developments in the global stevia market.

Momentum for stevia sweetened products continues as new products roll out across a variety of markets and categories. In April 2010, 49 new stevia sweetened products launched globally. Ten countries contributed to the April launches with Japan and the Unites States representing the greatest activity.

With these new launches, the 2010 year-to-date total stands at 154 new stevia products. This represents a 47 per cent increase in launch activity compared to the same period in 2009.Specifically in the US, April is notable for the entry of retailer brand innovation to the stevia marketplace. Target Corporation, the second largest discount retailer in the US, became the first major retailer to include stevia in its Archer Farms brand. And momentum continues with launches by major beverage manufacturers, including Arizona Beverage Company, with a 25 calorie per serving enhanced water. Arizona Beverage Company is the largest manufacturer of
ready-to-drink teas in the US.

Additionally in April, positive announcements were made that could increase the pace of stevia innovation and broaden the market for stevia products. PureCircle Limited and Michigan State University (MSU), one of the world's premier horticultural research institutions, have signed an agreement for research and breeding of the stevia plant. The goal of the research is to accelerate the creation of proprietary varieties of stevia that contain dramatically higher levels of sweetness in the leaf as well as other improved agricultural properties, resulting in improved economics for both farmers and our customers.

April also marked a positive step toward the opening up of the European Union. The European Food Safety Authority (EFSA) issued a positive scientific opinion on the use of stevia as a sweetener. The opinion is considered a very positive step toward stevia approval in Europe in the near future.

"It is very encouraging to see the entry of new industry leaders and recent support for the opening of new markets. Based on PureCircle's April consumer study, nearly 25% of US adults indicate they have had a stevia sweetened food or beverage in the past six months. We are seeing these numbers increase as consumers are exposed to new innovation within and outside of North America." said Jason Hecker, Group Marketing Director of PureCircle Limited.