US Green Light Paves the Way for Stevia Extract Reb-A

The news was followed by major product launch news from Pepsi and Coca-Cola. Pepsi announced that new zero-calorie SoBe Lifewater is the first enhanced water beverage in the US market to feature the groundbreaking, all natural zero calorie sweetener PureVia.

19/12/08 The United States Food & Drug Administration (FDA) has issued a no objection letter with respect to the stevia extract high-purity Rebaudioside A (Reb A). This indicates the FDA has no objection to the conclusion that Reb A at a minimum specification of 95% is Generally Recognised As Safe (GRAS) among qualified experts for use in beverages, foods and tabletop sweeteners. This response from the FDA clears the way for high-purity Reb A, the first all-natural zero calorie sweetener, to be adopted as a key ingredient in mainstream food and beverage production. The news was quickly followed by announcements from both Coca-Cola and Pepsi of imminent product launches using the stevia extract. “As the biggest supplier of Reb-A in the world this is a big day for us. The natural trend is happening as well as concerns over tooth decay and obesity. Other high intensity sweeteners are not natural, whereas Reb-A is perfectly natural”, PureCircle Marketing Director Peter Milsted told FoodIngredientsFirst. Their ingredient is 200 times sweeter than sugar and will compete with high intensity sweeteners such as aspartame, acesulfame-K and sucralose. 
 
The FDA’s issuance of a no objection letter with respect to Reb A opens the USA market for PureCircle who will offer a full application and formulation service for the supply of PureVia Reb A as an ingredient. The announcement also confirms, at a minimum specification of 95%, the purity levels of Reb A which are approved in the US, clearly differentiating Reb A from the traditional stevia extract market.
 
Earlier in the year PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb A in beverages, foods and tabletop sweeteners worldwide including the exclusive license to market PureViaReb A as an ingredient.
 
Uniquely, PureCircle can offer food and beverage manufacturers the opportunity to use the PureVia endorsement as the ultimate natural sweetness and healthy lifestyle solution to win consumer appeal. Additionally, PureCircle will continue to be free to sell the non-branded ingredient to customers across all categories and geographies.

The news followed recent approvals in Switzerland, Australia and New Zealand 6-8 weeks ago. Milsted opined that EU legislators will still take some time before also approving the ingredient, although details are still very hazy. “It may take a little bit of time, but dossiers are already going to the authorities. You may expect it to happen about 12-18 months after the FDA approval. There is plenty of science for them to look at based on the US approval, but they will probably want to look at further external evidence”, he added. Milsted said that it was not yet clear whether the ingredient would fall under the EU Novel Foods regulation or whether it would have to carry an E number. “This would be a great shame, as the ingredient is perfectly natural and would keep up with the tremendous popular desire for natural products because of the rise of obesity and diabetes,” he added.

PureCircle’s extraction plant can produce 1,000MT of stevia extract annually which is currently the world’s largest extraction facility. This is set to increase to 4,000MT in March 2009. The Company has built the world’s largest state-of-the-art refining plant in Malaysia. This currently produces 1,000MT of high purity Reb A and work has started to double this capacity to 2,000MT. The Company’s production facilities operate in compliance with cGMP, HACCP and ISO standards. The Company works with independent farmers in Thailand, China, Paraguay, Laos and Kenya to grow the best quality stevia leaf. Milsted also pointed to the sustainability benefits that the ingredient provides. “In terms of delivering sweetness per acre of land, we use 25% of the land required to grow sugar compared to the amount that it needs to offer the same level of sweetness. From that respect it is more environmentally land friendly than sugar because of its high sweetness content,” Milsted added.

The news was followed by major product launch announcements from Pepsi and Coca-Cola. Pepsi announced that new zero-calorie SoBe Lifewater is the first enhanced water beverage in the US market to feature the groundbreaking, all natural zero calorie sweetener, PureVia, made from a highly pure extract of the Stevia plant leaf. PureVia is the result of innovative technology that isolates 97 percent pure Reb A, which is derived from the sweetest and best tasting part of the stevia leaf. The three new zero-calorie flavors – Fuji Apple Pear, Black and Blue Berry, and Yumberry Pomegranate  redefine the water beverage category. In addition to a full day's supply of Vitamin C, each bottle of zero-calorie SoBe Lifewater also provides 20% of the recommended daily value of Vitamin E as well as 10% of the recommended daily value of Vitamins B6, B12, Niacin (B3) and Pantothenic Acid (B5.) Each also will be infused with a unique blend of herbal ingredients. The all-new sleek packaging design exudes the hipness of the overall brand.

The launch of zero-calorie SoBe Lifewater in the US builds upon the brand's pioneering product innovation process. This summer, SoBe launched SoBe Life in Peru, the world's first beverage to be naturally sweetened with PureVia.

Coca-Cola said that Odwalla, Inc., the nation’s leading health beverage brand, is adding two new reduced-calorie juice drinks to its product portfolio. Sweetened with the right combination of TRUVIA natural sweetener, organic evaporated cane juice and fruit juices, Odwalla Mojito Mambo and Odwalla Pomegranate Strawberry each has 50 calories per 8-oz. serving for consumers who are seeking a natural reduced calorie and reduced sugar beverage. Developed jointly by Cargill and The Coca-Cola Company, TRUVIA natural sweetener is a zero-calorie natural sweetener using rebiana, which comes from the best-tasting part of the stevia leaf.

Meanwhile Coca-Cola North America announced the 2008 launch of Sprite Green. The new reduced-calorie Sprite line extension, is the first of what the Company expects will be many new, naturally sweetened, reduced, low and zero-calorie beverages sweetened with TRUVIA natural sweetener in the future. Sprite Green is naturally sweetened with TRUVIA brand sweetener and has 50 calories per 8.5-ounce serving and 5% lemon juice. Sprite Green was created to appeal to active young adults and will be launched in two US cities this month in distinctive 8.5-ounce aluminum bottles. Initial availability will be limited to teen and young adult-oriented locations and events with a broader rollout planned for early 2009. Sprite Green complements the Sprite brand’s leading lemon-lime and zero-calorie lemon-lime sparkling beverages.

In terms of new product launch numbers, stevia is still in its infancy, but Innova Market Insights expect a surge in demand following the US GRAS approval for Reb-A. In the last twelve months there were 120 product launches recorded in The Innova Database (www.innovadatabase.com) using stevia. The market with the most applications was Japan (43), followed by the US 34 (exclusively in dietary supplements), Brazil (13), Russia (4) and Indonesia (2).

According to Milsted at PureCircle, Reb-A is beginning in beverages but other application areas are just around the corner. “The ingredient is great in chewing gum, sauces, dairy and confectionery. We may expect to see the first product launches outside of in beverages to occus in baking and confectionery,” he added.

by Robin Wyers