Stevia-Based Product Successes Fuel New Launch Activity

OAKBROOK, Ill., April 5 /PRNewswire/ --  PureCircle, the world's leading producer of Natural High Intensity Sweeteners, including Reb A, is pleased to provide this update on the latest developments in the global stevia market.

Stevia-based product launches continue rapid expansion globally. Thirty-five countries across six continents have now launched a stevia-sweetened product. According to Mintel, in 2010, 102 new products sweetened with stevia have been launched, with 37 new products launched in March alone.

Japan remains the global leader in stevia product launches, with the United States, South Korea, and Brazil showing increased activity in the month of March. Key categories that have benefitted from the use of stevia this month include beverages, dairy, confectionery, and sauces.

The new "green" stevia table top category continues to grow share behind more than $70 million in media spending to date. Stevia has now surpassed both saccharin and aspartame in terms of dollar sales share and has partially contributed to the 2% decline in sucralose dollar sales compared to the same period in the prior year.

This continued momentum in the marketplace is underscored by the unparalleled successes achieved by initial products to hit the market.

Tropicana's Trop50 juice has "the highest repeat purchase after trial than we (PepsiCo) have ever experienced. Not just in juice but across all of our beverage (portfolio)," said Massimo d'Amore, CEO of PepsiCo Beverages America at its investor meeting held on March 23, 2010. To continue the momentum with Trop50, new flavors were launched to extend consumption occasions beyond breakfast, tapping into the afternoon and snack occasions, which have also proven to be successful.

SoBe Lifewater's launch of zero-calorie, naturally sweetened beverages is evidence of how line extensions can reinvent a leading brand. Recent Nielsen data indicates that its zero-calorie skus represent four out of the top five skus for the brand. As a result, this month, the brand introduced two new zero-calorie items to the portfolio – SoBe Lifewater B-Energy in Black Cherry Dragonfruit and Strawberry Apricot varieties.

With proven success in the juice and hydration category, PepsiCo has now announced the planned introduction of stevia into the market-leading Gatorade brand, with the formulation of Natural G2 for the U.S. market. Stevia-sweetened G2 is already enjoying initial success in Mexico.

Additionally in March, Kraft introduced a new line extension of its Crystal Light drink mix called Crystal Light Pure Fitness. The Pure Fitness line contains no artificial sweeteners. It consists of Strawberry Kiwi, Grape, and Lemon Lime varieties, each with just 15 calories per serving.

To add to the tea category, Starbucks has announced plans to launch a line of naturally sweetened, zero-calorie Tazo iced teas using stevia. The first three all-natural varieties will be available in April 2010. Already available in the iced tea category is Lipton 100% natural iced tea and green tea sweetened with stevia, which was launched in February by the Pepsi Lipton Tea partnership.  

The momentum for stevia continues in the confectionery category as well. In the U.S. Ragold has re-introduced Velamints, which is now naturally sweetened with stevia. The company also plans to launch stevia-sweetened Velamints in other markets later this year.

In Switzerland, Villars Maiitre Chocolatier, a Swiss chocolate manufacturer with a philosophy of not using any artificial colors or flavors, launched a low-in-sugar, 70% cacao chocolate bar that is the first chocolate bar sweetened with stevia.  And in France, Abbaye de Sept-fons, launched NutriChoco a chocolate grain-based product made for making hot chocolate or desserts that are naturally low in calories.

"We are very encouraged to see the expansion of stevia-sweetened products in 2010. The continued movement into more countries, broader categories, and bigger brands, with excellent business results, is a great sign that the mainstreaming of stevia is accelerating," said Jason Hecker, Group Marketing Director of PureCircle Limited.

About PureCircle

PureCircle is a pioneer in the extraction of natural goodness from plants and a leading global producer of natural high-intensity sweeteners, including high-purity Rebaudioside A (Reb A). The company has a vertically integrated supply chain operating in three continents. Activities range from breeding of proprietary stevia varieties, sourcing of dry stevia leaves and extraction, and purification of extracts into sweetening ingredients to the marketing of these ingredients to food and beverage manufacturers worldwide. PureCircle is listed on the London Stock Exchange AIM market with the ticker symbol: LSE.PURE. For more information, visit www.purecircle.com.

SOURCE PureCircle