On Dec. 30th, PureCircle, the world’s largest stevia producer and marketer, announced that the U. S. Food and Drug Administration had issued a No Objection letter for the use of PureCircle Rebaudioside M (Reb M) as a general purpose sweetener for foods and beverages in the United States.
The company says High-purity Reb M (also known as Reb X) has a closer taste to table sugar than previous stevia ingredients, allowing for deeper calorie reductions in food and beverage products, particularly those that have higher levels of sweetness.
The discovery and development of Reb M resulted from a previously announced joint development and five-year supply agreement with Coca-Cola. Together the companies are seeking global intellectual property coverage for the ingredient.
PureCircle says the “clean, sugar-like sweetness of high-purity Reb M is appealing to consumers seeking naturally sweetened food and beverage formulations with few to no calories.”
“Ongoing investment in supply chain assets and leaf development are in place to support the commercialization of Reb M,” says Jason Hecker, Vice President Global Marketing & Innovation, PureCircle. “We are excited by the opportunities Reb M presents for success within the framework of our Stevia 3.0 capabilities.”