The Launch of Advantame as a New Sweetening Solution
01 Jul 2014 | Ajinomoto
Advantame was approved for general use as a sweetener in foods and beverages by the US Food & Drug Administration on May 19. Advantame is also FEMA GRAS approved in the United States for use in frozen dairy applications, milk products, beverages and chewing gums. The ingredient has found success in North America and Asia in applications where it is used to enhance various flavours. Advantame also extends the duration of the sweet taste in confectionery.
Of the IFT in New Orleans, and I'm here with Aha Boucher from Ajinomoto, and Ajinomoto recently gained approval for Advantame as a sweetener in a few different markets, including the US, Japan, and Europe.
Can you tell me a bit about this product and what the benefits are?
Yes, we're very excited about our new sweetener, Advantame.
Advantame is the newest sweetener to be approved, and we're getting approval globally.
It's 20,000 times sweeter than sugar.
And it's got a very clean, sweet, sugar-like taste which we're very excited about, and Advantame is really suitable to be used to blend with other sweeteners like sugar, high fructose corn syrup, even other high potency sweetener as a way of reducing cost, managing your overall sweetener costs, reducing calories, carbohydrates, while providing very, very good, clean, sweet taste product.
What's it based on?
Where's the ingredients sourced from?
So Advantame is derived from, it's a new molecule.
That's derived from aspartame and vanolin.
So we're starting raw materials are just regular vanolin and aspartame that we put together to create a new molecule called advantae.
And in terms of product applications, which areas are you looking at and where do you expect the early applications to be?
We expect the applications to be in areas like soft drinks, dairy, frozen desserts, confections, chewing gum.
We think it is a very good application for Advanta as.
And then we're showing at the show here some baked goods.
That are 20% sugar reduced with Advantae as a way of maintaining the great quality and texture of baked goods while reducing some of your costs.
Sugar reduction remains a big trend in the industry, especially with health and wellness being on top of mind for everybody, obesity epidemic that's being talked about all over the world.
We think the answer to that is small reduction in sugar, maybe 20%, 25%, as a way of addressing that by doing small steps to reducing.
Your sugar content.
How does Adventane have to be labeled, particularly in Europe?
Yes, it's simply labeled as Adventane.
In Europe, you just put the E number.
There's no warning labels or any information statement, just simply the Adventame name.
OK, so we can expect to see it soon up here on the market.
Oh yes, we have many customers who are very interested, who have been working for Advantae and waiting for its approval, and we expect to see some launches shortly.
What time frame do you have in mind?
Within the next few months?
OK All right, thank you very much.
Thank you.
