Sweegen spotlights false claims in stevia market and offers authenticity tests

27 Nov 2023 --- Sweegen is calling attention to mislabeling in the stevia industry, specifically concerning Reb M stevia sold under false claims intentionally. Such claims could lead to glaring issues for food and beverage companies, consumers and the stevia technology community, the taste solutions firm warns.

Independent testing by the company has revealed that certain third-party Reb M products sold to firms under label claims of “Reb-M 95%,” “Bioconversion Reb-M 95%,” or “Stevia (Organic) Extract Reb-M 95%” are not made through extraction or bioconversion, a proprietary process Sweegen uses to formulate its non-GMO Bestevia Reb M sweetener.

“Bioconversion stevia holds the advantage of claiming non-GMO verification. Sweegen believes that accurately labeling products as bioconversion stevia aligns with regulatory approval and provides consumers with clear information about this innovative sweetener’s unique characteristics and benefits,” underscores the company.

Accurate labeling matters
Sweegen flags that food and beverage companies face challenges stemming from mislabeling, particularly the erosion of consumer trust and brand reputation.

The authenticity of products is integral to maintaining consumer confidence and loyalty, and any discrepancy between product labeling and actual content can undermine trust, says the company.

Authenticity tests can help companies verify the integrity of their stevia products.Further, false claims undermine consumers’ ability to choose products aligned with their values, such as those focusing on sustainable and eco-friendly products. 

For instance, studies show that consumers want a universal eco-label that notifies them of the environmental impact of food products.

Accurate labeling is crucial for companies prioritizing transparency and integrity to avoid reputational damage tied to false claims and maintain brand trust, notes the company.

Authenticity testing
To foster the transparency of Reb-M, Sweegen is offering to test all Reb-M samples for authenticity in a bid to assist companies in verifying the integrity of their stevia products and maintaining stevia standards in the industry. 

The company reiterates that false claims “undermine the scientific integrity of the industry.” Accurate representation of research and development is crucial for advancing knowledge within the community.

In other news regarding authentic marketing campaigns, the UK’s Competition & Market Authority introduced the Green Claims Code last year to avert greenwashing and slash false F&B claims.

Stevia innovation
Once perceived to have a bitter taste and unpleasant aftertaste, today, the next-generation varieties of stevia are more sugar-like than ever, with varied applications in sweetening beverages, dairy, tea, coffee, sports nutrition, bakery, confectionery, savory sauces and dressings.

For instance, Sweegen has replaced GMO corn and sugar beet usage with stevia as a starting material for its zero-calorie sweeteners.

Moreover, its Bestevia Reb M, D, and E, high-purity steviol glycosides targeting better-for-you F&B are derived from the stevia plant. Taiwan’s Food and Drug Administration recently gave these products full authorization.

Sugar is increasingly being hailed as an ingredient that “pollutes” health, encouraging innovators to explore stevia’s benefits in F&B.

A “tiered sugar tax” on sugar-sweetened beverages could be a way to avert rising global health issues.That is not to say that sugar reduction tools are not needed. Casey McCormick, VP of global innovation at Sweegen, spoke to Food Ingredients First in May and noted that stevia alone isn’t enough to replace the qualities sugar provides to food and beverages. 

“We foresee better sugar reduction tools and sweetener technologies available for product developers, better creativity, and an affinity for better-for-you products,” he says.

Moves in this direction include Sweegen’s novel sweet protein brazzein for its product formulations, which recently acquired the Generally Recognized As Safe status from the Flavor and Extract Manufacturers Association.

Meanwhile, Germany is contemplating issuing a “tiered sugar tax” on sugar-sweetened beverages, based on studies that suggest this could prevent or put off 244,000 cases of type 2 diabetes and save €16 billion (US$17.4 billion) in healthcare costs and productivity losses in Germany over the next 20 years.

By Insha Naureen