The EU Standing Committee on Food Chain and Animal Health approved high purity stevia for use as a food ingredient throughout the EU at its meeting held on July 4.
The next step in the regulatory process for high purity stevia is scrutiny of the proposed regulations by the European Parliament. If these next steps progress well, then it is likely that high purity stevia would be allowed to be used as an ingredient in the EU by November 2011.
Commenting on the Standing Committee vote, PureCircle CEO Magomet Malsagov said, “This is an important milestone on the path to securing approval for high purity stevia in the important EU market. We know that there is strong consumer and Food and Beverage demand for stevia in Europe. We look forward to being allowed to supply that demand before the end of 2011.”
Building on successful developments in the French market, where stevia consumer awareness has now reached 40%, PureCircle has been actively preparing its customers for launches throughout the EU. The company is working with customers both directly and through its sugar industry joint ventures with Tereos PureCircle SolutionsTM and NP SweetTM A/S as well as in ingredient systems with DöhlerGroup.