EU Committee Recommends Approval for PureCircle's Stevia
The committee has also recommended that the temporary French approval be extended to ensure no disruption in the France market.
The next step in the regulatory process for high purity stevia is scrutiny of the proposed regulations by the European Parliament. The high purity stevia will be allowed to be used as an ingredient in the EU by November 2011 if the next steps progress well.
Magomet Malsagov, CEO of PureCircle, said: â€œThis 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.â€
Earlier this month, PureCircle has signed a multi-year global distribution agreement with fragrance and flavor company Firmenich to accelerate the commercialization of its new natural flavor - NSF-02.
PureCircle is a producer of high purity stevia ingredients for the global food and beverage industry. Stevia is now being grown for PureCircle in more than 15 countries across South America, Africa, Asia, and the US. The company's global headquarters are in Kuala Lumpur, Malaysia.
Will the move help PureCircle to enhance its market in Europe?
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