PureCircle Announces Global Distribution Agreement with Firmenich for Breakthrough Natural Flavor

As part of the agreement the two companies will further collaborate on marketing and regulatory activities that will accelerate the adoption of the new flavor modifier across global markets, beyond the US where NSF-02 has FEMA GRAS status.

7/4/2011 --- PureCircle, the world’s leading developer, producer and marketer of high purity stevia ingredients, announces a multi-year global distribution agreement with Firmenich, the world’s largest privately-owned fragrance and flavor company, to accelerate the commercialization of the company’s new breakthrough natural flavor, NSF-02.

Earlier this month, PureCircle announced the launch of its new PureCircle Flavors product line, including NSF-02.  NSF-02 is designed specifically to work well in combination with PureCircle’s high purity stevia sweeteners, Reb A and SG-95, and sugar or high fructose corn syrup, enhancing flavor, sweetness and taste of food and beverages.  The flavor modifier, in combination with PureCircle’s high purity stevia sweeteners, delivers a range of better tasting, low cost, natural product formulations, with reduced calories.

Under the agreement, Firmenich will have exclusive rights to commercialize NSF-02 both as a stand-alone ingredient and within the company’s flavor systems. PureCircle will retain rights to distribute directly in select accounts.  Also, as part of the agreement the two companies will further collaborate on marketing and regulatory activities that will accelerate the adoption of the new flavor modifier across global markets, beyond the US where NSF-02 has FEMA GRAS status.

Commenting on the collaboration, Magomet Malsagov, Chief Executive Officer of PureCircle, said:

"Globally, we continue to see great momentum toward natural reduced calorie formulations.  We recognize the importance of continuous innovation to insure we provide our customers with advantages as they launch new products and reformulate existing ones.  Combining PureCircle’s flavor innovation and stevia portfolio with Firmenich’s world class expertise in incorporating sweetness enhancement and flavor masking ingredients will accelerate the adoption of our new innovation globally.”

Patrick Firmenich, Chief Executive Officer of Firmenich, added:

“As an industry leader in research and innovation, we are committed to helping our clients improve the nutritional profile of their products without compromising on taste.  Building on our earlier stevia sweetener partnership with PureCircle, we continue the pursuit of breakthrough flavor solutions that fulfill the desires of consumers around the world, who are looking for great tasting, low sugar, low calorie foods and beverages.”