Investor

PureCircle today announces a further acceleration in its strategic developments with the signing of a Memorandum Of Understanding (“MOU”) with British Sugar Group Plc.

On Monday 26 July PureCircle Limited signed a MOU with British Sugar Group Plc for the formation of The Natural Sweetness Company ("TNSC"). TNSC will be a sales and marketing Joint Venture owned equally by both parties.

TNSC will work on developing and marketing a range of products that combine the natural benefits of both sugar and stevia to meet the food and beverage industries' requirements for reduced calorie natural sweet applications. The Natural Sweetness Company will operate across British Sugar's core territories of the UK, Spain, Portugal, Ireland, China and Africa.

Both British Sugar and PureCircle have established track records in developing proprietary technologies tied to natural, sweet products and both partners view this agreement as an important vehicle for growth.

Mark Carr, Chief Executive of British Sugar Group, said:
"We are delighted with our agreement with PureCircle, the global leader in providing high purity stevia products. We look forward to working together to develop a range of products that can provide an attractive proposition for customers seeking lower calorie, natural sweetening solutions. This agreement complements British Sugar's
core sugar business and enhances its product portfolio and growth opportunities."

Magomet Malsagov, CEO & President of PureCircle Limited, commented:
"We know that our global customers want naturally reduced calorie sweetener options provided to them around the world to complement their existing sugar options. When we were looking for global partners British Sugar was the stand out choice across all measures in its core markets. As we work together it is clear that there is a
strong alignment in how we see the sweetener market developing."

PureCircle Limited (www.purecircle.com)
Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163

RFC Corporate Finance (NOMAD) +61 8 9480 2500
Steve Allen

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop jeanette@westportcomms.com

Notes to editors:
1. Stevia is a plant from the chrysanthemum family that originates from Paraguay in South America. It has been used as a natural sweetener and flavour enhancer for many centuries. In 2008 high purity (over 95 per cent) Rebaudioside A (Reb A), a single molecule from the stevia plant, was granted U.S. Food and Drug Administration (FDA) GRAS (generally regarded as safe) status for use as a sweetener ingredient in beverage and food products. EU regulatory approval is anticipated in spring 2011. On a weight basis, high purity Rebaudioside A is up to 400 times sweeter than sugar, has no calories, has a low glycemic index and is heat and pH stable.

Since FDA authorisation, stevia sweetened products have rapidly grown in demand within the United States. For example: Nielsen data for year end 2009 show stevia sweetened products comprised 14 per cent of the USA tabletop sweetener market. According to the Mintel GNPD database, more than 150 new products sweetened with stevia have been launched so far in 2010, in 35 countries.

2. British Sugar (www.britishsugargroup.com) is one of the largest sugar producers in the world and has sugar operations in the UK, Spain, China and southern Africa. For the year ended 12 September 2009 revenue was £1.575 bn, adjusted operating profit £189m and some 4.5 million tonnes of sugar was produced.

3. PureCircle (www.purecircle.com) is the global leader in the production of high purity stevia products. It is estimated that in excess of 80% of the world's high purity Rebaudioside A has been produced by PureCircle. In addition PureCircle is leading the industry with the development of a strong sustainable natural supply chain. Stevia is now being grown for PureCircle in 15 countries across South America, Africa, and Asia, providing a sustainable cash crop for rural farming communities in each region.

As part of its leadership of the stevia industry, PureCircle has pioneered the industry trust mark "Naturally Sweetened with Stevia by PureCircle" that educates consumers about the benefits of stevia and provides a strong basis for trust for both consumers and Food and Beverage companies alike.

PureCircle's global headquarters are in Kuala Lumpur, Malaysia. PureCircle shares are traded on the LSE AiM index. 
 

PureCircle  today provides a trading update for its financial year ended 30 June 2010 and announces further acceleration in its strategic developments.

FY 2010 Trading Update
The group will announce its preliminary results for the year ended 30 June 2010 ("FY 2010") on Wednesday 22 September 2010. In advance we provide today an unaudited trading update. We expect to report sales for FY2010 in line with those of the year to 30 June 2009 ("FY 2009"). The FY 2009 Reb A business was based substantially on sales to just two customers. Almost 60 per cent of FY 2009 Group sales were to a trading partner, as opposed to an end user Food and Beverage customer. Although our supply contract with that trading partner ran through to 30 June 2010, no sales were made to them during the FY 2010 year. The Company's sales strategy post 2008 has been to work directly with end user Food and Beverage clients. In line with this strategy, the contract with the trading partner has been discontinued.

During FY 2010 our customer base expanded significantly. We now have more than 100 invoicing customers globally: this is the premium customer base in our industry. Most customers are currently conducting trials and testing launches. But those consumer products already launched are performing well and as their volume needs expand, they provide an excellent platform for strong growth in FY 2011 and future years.

FY 2010 profitability will be below FY 2009 levels. FY 2010 profits have been held back by our significantly increased investment in production overhead, sales and marketing compared to FY 2009 amounts coupled with the fact that the company is running under capacity. PureCircle's strategy is to build a large global business and we have invested heavily to do so. The current company infrastructure is designed to support a business with turnover of $250mor more.

FY 2010 has been another year of rapid progress in the strengthening and expansion of our global supply chain. Our major production capacity investments in FY 2009 have all performed well with actual production doubling in line with investment plans. The yields and steviolglycoside flexibility that our investments allow continue to lead the industry by some margin. We expect further strong gains in FY 2011.

Our leaf expansion and diversification strategy accelerated again in FY 2010. There is now stevia being grown for PureCircle in some 15 countries in four continents. The steviolglycoside content of the leaf is increasing as is the proportion of our leaf supply being sourced from PureCircle proprietary high quality strains.

The Company has a strong balance sheet and is well placed to expand as the stevia market accelerates. In November 2009 we raised new capital to support new expansion. We ended FY 2010 with gross cash of $65m in the balance sheet and are fully funded for existing expansion plans, particularly with the FY2009 investments still not fully utilised.

Strategy developments - major sugar joint ventures established
In February 2010 we announced the creation of Natural Sweet Ventures ("NSV") our joint venture with Imperial Sugar of the USA. NSV is the first company to market a combined sucrose and stevia product range. Customer response in the important NAFTA market has been strongly supportive.

Today we have announced the signing of a Memorandum Of Understanding (MOU) with British Sugar Group Plc for the creation of The Natural Sweetness Company ("TNSC"). TNSC will be a 50:50 Joint Venture and will be the first company to market sucrose stevia product combinations in the UK, Ireland, Spain, Portugal, Africa and China markets.

More details on the TNSC MOU are included in the separate RNS issued today.

The NSV and TNSC joint ventures provide a clear blueprint for how we see our strategy developing and we expect to be able to announce further strategic relationships in the coming months.

Strategy developments - major new global customer account gains
During FY 2010 we have won contracts with major new global account customers. In addition to our multi-year contracts with PepsiCo Inc and Merisant Inc, we have secured supply contracts with more major F&B companies and have secured important initial relationships with a number of major retailers. These contract wins demonstrate that PureCircle continues to secure the leading share of major F&B company relationships in the global stevia market.

A separate announcement on the new contracts will follow.

Strategy developments - industry marketing leadership
We have accelerated our industry marketing leadership during FY 2010 with the successful launch of a series of major initiatives.

In June 2010 we supported the launch of the Global Stevia Institute. This will provide independent industry- wide knowledge and consumer information leadership. Staffed and managed by highly respected medical and nutritional professionals and operating across all continents, the Global Stevia Institute is already seen as the leader in stevia thought leadership.

During FY 2010 we launched the Stevia by PureCircle industry trustmark. This provides robust consumer trust benefits and has been well received by our growing list of F&B clients. We expect to announce strong developments on this initiative in the near future.

Strategic developments - accelerating stevia product launches and approvals
During FY 2010 we widened the range of our high quality stevia product portfolio and we are accelerating the number and pace of product launches and regulatory approvals. The recent FDA GRAS no objection clearance for our new SG95 product is a good example of this. We expect more material product developments and clearances in FY 2011.

On the wider regulatory front, FY 2010 saw important progress in the important European markets. In September France gave clearance for Reb A to be sold as an ingredient. Then in March 2010 the European Food and Safety Authority (EFSA) recommended approval for 95% purity steviolglycosides. The EFSA recommendation is an important milestone towards full EU clearance for stevia.

Strategic developments - leaf research
During FY 2010 we accelerated our research and investment into improved stevia varieties. In April we announced a major research programme with Michigan State University which will complement the extensive leaf improvement work being undertaken in our operating units across the world.

We expect to be able to make announcements about further progress with our leaf strategy in the near future.

Auditors
With strong growth plans ahead and with a more complex international sphere of operations the Group has changed its auditors to PricewaterhouseCoopers from Crowe Horwath. The change is effective for the audit of the FY 2010 financial statements.

Outlook
FY 2010 has seen stevia become recognised as a core part of the global mass volume natural sweetener industry. All major F&B companies are now using stevia and most are now integrating stevia into their long term sweetener strategies along with sugar and corn.
 
With more than one hundred customers actively working on projects and with a high success rate for consumer product launches using PureCircle stevia, we expect sales to our existing customer base to grow strongly in FY 2011 and future years. In addition the full opening of the European market expected in FY 2011, the wider product portfolio that SG95 clearances allow and our strong sugar partnerships will each provide additional major sources of revenue growth.

We expect accelerated strategic progress in FY 2011, starting with the TNSC MOU announced separately today. In turn this provides the global F&B companies with further confidence that they can design stevia into their larger global brands.

We have a significant new product innovation pipeline. These coupled with a growing range of stevia regulatory clearances will keep PureCircle at the forefront of customer service and application development.
 
Going forward we expect to see more customers launching more products in more countries and accelerating the growth of the overall market. PureCircle is well placed to secure a major share of this growth. We have the balance sheet and the global infrastructure in place to support this.
 
We look forward to reporting on further progress.

Chairman comment
"FY 2010 has seen a real acceleration in the execution of our long term corporate strategy. Our sugar partnerships and our excellent client relationships confirm our leadership position. 2011 and future years will see real market acceleration. PureCircle is well placed to secure share as this happens"

CEO comment
"We have put in place the strategy, the organisation, the capacity, the product portfolio and the partnerships for a major global business. The benefits of these will come through strongly as market demand accelerates"

Enquiries:

PureCircle Limited (www.purecircle.com)
Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163
RFC Corporate Finance (NOMAD) +61 8 9480 2500
Steve Allen
 

PureCircle today announces that Jordi Ferre, currently VP Sales North America, is appointed Corporate VP Global Sales and Marketing. In his new role Mr Ferre will have management responsibility for all sales and marketing globally and he will join the executive management team, reporting directly into the Group CEO.

Mr Ferre is based in PureCircle's Oakbrook, Chicago, Illinois office. He joined PureCircle in 2008 from Tate & Lyle.

Enquiries:
PureCircle Limited (www.purecircle.com)
Magomet Malsagov, Managing Director +60 1 2388 8049
William Mitchell, Finance Director +44 7974 005 163

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop jeanette@westportcomms.com

RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen

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RNS Number : 6497P
PureCircle Limited
21 July 2010

PureCircle receives FDA GRAS "No Objection" for new SG95 stevia product

PureCircle (LSE: PURE), the world's leading producer of high purity stevia products, is pleased to announce that the US Food and Drug Administration (FDA) has issued a No Objection letter for the use of PureCircle's SG95 product as a Food and Beverage ingredient in the USA. This will enable PureCircle to offer a wider and more flexible array of stevia solutions, helping to further accelerate stevia adoption in the important USA market.

PureCircle's high purity SG95 product is a further example of the company's leadership in innovation. Along with seven previously approved steviol glycosides, SG95 includes two new steviol gylcosides, Rebaudioside D and Rebaudioside F, both of which are receiving GRAS No Objection for the first time. The new high purity sweetener delivers great taste and consistency as well as pricing well below sugar. The product is ideally suited for applications formulated with both sugar and SG95 to achieve a low cost solution to partial sugar and calorie reduction and provide further incentive to application development. Together with PureCircle's successful high purity Reb A 97, SG95 will provide customers with an expanded range of options to improve products across their portfolios. With GRAS affirmation, PureCircle is prepared for immediate commercialisation of SG95.

Magomet Malsagov, CEO and Managing Director of PureCircle, said: "The launch of SG95 is a very exciting development for PureCircle in the United States with considerable future potential in global markets. Expanded use of sweet glycosides from the stevia plant in a highly consistent blend provides both formulation and economic benefits to our customers. Our Reb A 97 continues to play a major role in our portfolio particularly as our investments yield continued efficiencies that will be shared with our customers. Now SG95 will provide an additional compelling product in many applications. We are proud to continue to be at the forefront of innovation to help mainstream a better sweet choice for consumers. "

For more information: PureCircle Limited (www.purecircle.com)
Jason Hecker, Group Marketing Director (847) 630-0374
Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop

RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen


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RNS Number : 2585O
PureCircle Limited
25 June 2010

Global Stevia Institute announces key board members and advisors and launches website

PureCircle (LSE: PURE), the world's leading producer of stevia-based, all-natural, zero-calorie sweeteners, is pleased to announce that the Global Stevia Institute (GSI), a newly formed organisation committed to promoting accurate, credible and consistent information about the natural, no-calorie sweetener stevia, has launched its website, www.globalsteviainstitute.com, and announces the formation of its international scientific advisory board and expert panel.

The fact and science-based approach of the Institute will be instrumental in advancing the knowledge base of the industry, especially as use of stevia gains popularity worldwide and information about the plant-based ingredient becomes more widely available. This entity and approach is the first of its kind in the industry and will fuel online and offline educational opportunities in the year to come including webinars, events, continuing education and professional presentations.

The GSI board and expert panel represents a cross-functional group of nutritionists, medical doctors, and health educators to ensure that stevia information is disseminated in a way to best educate the public and industry. The distinguished members include:

Executive Director

Keith T. Ayoob, EdD, RD, is an internationally known nutritionist who has worked extensively in the area of obesity, heart health, child nutrition and family dynamics. He received his EdD from Columbia University.

Global Scientific Advisory Board

Jean-Michel Cohen, MD, PhD, a nutrition specialist in France and an award-winning and best-selling author on the subjects of nutrition and obesity. His books have been translated in more than 10 languages. Dr. Cohen received his PhD and MD from the University of Paris.

Mauro Fisberg, MD, PhD, specializes in adolescent nutrition, childhood obesity, food intake and consumption, anemia and nutritional intervention. He received his PhD in pediatrics from the Universidade Federal de Sao Paulo. 

Alan Rogol, MD, PhD holds the Vice President position with The Endocrine Society. He received his doctoral and medical degree from Duke University.

Marilyn Schorin, PhD, MPH, RD, FADA, is a registered dietitian with expertise in food, health and nutrition communications, and food laws and regulation. She received her PhD in Nutritional Biochemistry from Columbia University and Masters in Public Health Nutrition from the University of Michigan.

Expert Panel

Robyn Webb, MS - Nutritionist, author, culinary instructor. She provides nutrition education for patients who have diabetes and serves as the associate editor of the award-winning Diabetes Forecast magazine. She received her Master of Science degree in Nutrition from Florida State University.

Anne-Marie Nichols - professional food blogger and owner of This MamaCooks.com. She currently serves as a Social Media Manager at Mom Central and is the Managing Editor of several of their blogs, including Mom Central Food. She received her journalism degree from San Diego State University.

Across the globe, obesity, diabetes and other chronic diseases are becoming a top concern and a growing priority. As government and non-government organisations around the world are calling for a reduction of added sugars in the diet, stevia is poised to help bridge the gap between calorie reduction and great taste. Each GSI advisor and expert lends cross-functional expertise in nutrition, health and disease, food and beverage ingredients, regulatory policy, culinary arts and social media to advance the Institute's mission to promote accurate and consistent information about stevia.

GSI calls for consistent terminology

Dr. Keith T. Ayoob, Executive Director for the GSI, notes that, "One of our goals is to have consumers around the world recognise the word 'stevia' to mean natural, no calorie and sweet. The GSI will broaden the understanding of stevia, its origins, its safety and its applicability to food choices and sweetening options around the world."

As a first step in its education efforts and to avoid consumer confusion, the GSI is calling for consistent terminology when referring to the various sweeteners from the Stevia plant. In consumer communications, all sweet extracts should be referred to as stevia, rather than the numerous scientific names (such as rebaudioside, reb A, steviol glycosides). This call to action is highlighted in the GSI's first white paper, which is available on the new website. The white paper also discusses the role of stevia in the world of sweet.

Website will be ongoing resource for health professionals and consumers

The Global Stevia Institute website will be an educational destination for the industry and consumers alike, highlighting important facts on stevia, news and findings from recent published scientific articles, patient education materials, and events. As information about stevia evolves and emerges, health professionals can sign up for ongoing updates and alerts for continued education.

"Stevia couldn't be more relevant to today's global dietary needs," said Magomet Malsagov, CEO and Managing Director of PureCircle. "As the market leader, we made it a point to engage top-level expertise and thought leadership to help advance the global understanding and acceptance of stevia. It's critical that we do it right. The global webinar for health professionals hosted on June 24 is the first of many educational outreach efforts to come from the GSI. "

The GSI is sponsored by PureCircle, which announced its creation last month.

About Stevia

Stevia (stevia rebaudiana) is a plant native to Paraguay. The leaves from the plant have been safely used for hundreds of years in Paraguay and Brazil to naturally sweeten local teas, and as a "sweet treat". There are several related substances that can be derived from the stevia plant, with Rebaudioside A (Reb A), being one of the best tasting, and sweetest of all of them.

Stevia was first included in tabletop sweeteners and beverages, and has quickly made its way into other categories because of its ability to naturally reduce calories. According to the June Mintel GNPD Database, thirty- six countries across six continents have now launched a stevia-sweetened product. According to Mintel, 237 new products sweetened with stevia have been launched so far in 2010.

About PureCircle

The Global Stevia Institute is supported in full, by PureCircle, Limited. PureCircle is the global leader in the
production of high purity stevia products - its stevia-derived Reb A has helped customers eliminate half-trillion calories from American diets[i]. Stevia by PureCircle is the natural, no-calorie sweetening ingredient of choice by major companies and brands around the world.

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. For more information, visit www.globalsteviainstitute.com or www.purecircle.com.

[i] Based on product sales through the end of 2009.

For more information: PureCircle Limited (www.purecircle.com)
Jason Hecker, Group Marketing Director (847) 630-0374
Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop

RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen


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RNS Number : 5278M
PureCircle Limited
26 May 2010

PureCircle launches the Global Stevia Institute

PureCircle (LSE: PURE), the world's leading producer of stevia-based, all-natural, zero-calorie sweeteners, is pleased to announce that it has created the Global Stevia Institute which will launch in June. The Institute will promote accurate, credible and consistent information and resources about stevia to health professionals, consumers and the food industry at a time when the momentum for stevia sweetened products continues to grow.

The Institute will have as its Executive Director Dr Keith-Thomas Ayoob, Ed.D., RD, FADA. Dr. Ayoob is a practicing paediatric nutrition specialist with more than 25 years of experience. He is also associate clinical professor of paediatrics at the Albert Einstein College of Medicine, New York. He will lead a team of scientific advisors from around the world to better educate the public about stevia, how it can fit into today's diet, and the current science behind the plant-based sweetener.

Magomet Malsagov, CEO of PureCircle, said:
 
"Dr. Ayoob is an ideal leader for the Global Stevia Institute. He is an internationally known educator on nutrition issues and we trust he will empower the Global Stevia Institute to reach people throughout the world with science-based stevia education and how it applies to today's consumers as they strive for better health and wellness".

Dr Ayoob added:
 
"The current intake of calories globally is not sustainable. Now more than ever, it is important to find tasty, calorie-free alternatives for sweetening foods and beverages to help those battling obesity, diabetes and other chronic diseases. This Institute will play an important role in educating health professionals, food and beverage manufacturers, public affairs leaders and, of course, the consumer about the benefits of incorporating a plant-based sweetener like stevia into their diets."

For more information

PureCircle Limited (www.purecircle.com)
Jason Hecker, Group Marketing Director (847) 630-0374
Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop

RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen


See also www.theglobalsteviainstitute.com or www.purecircle.com.

This information is provided by RNS
The company news service from the London Stock Exchange

PureCircle is pleased to provide this update on the latest developments in the global stevia market.

Momentum for stevia sweetened products continues as new products roll out across a variety of markets and categories. In April 2010, 49 new stevia sweetened products launched globally. Ten countries contributed to the April launches with Japan and the Unites States representing the greatest activity.

With these new launches, the 2010 year-to-date total stands at 154 new stevia products. This represents a 47 per cent increase in launch activity compared to the same period in 2009.Specifically in the US, April is notable for the entry of retailer brand innovation to the stevia marketplace. Target Corporation, the second largest discount retailer in the US, became the first major retailer to include stevia in its Archer Farms brand. And momentum continues with launches by major beverage manufacturers, including Arizona Beverage Company, with a 25 calorie per serving enhanced water. Arizona Beverage Company is the largest manufacturer of
ready-to-drink teas in the US.

Additionally in April, positive announcements were made that could increase the pace of stevia innovation and broaden the market for stevia products. PureCircle Limited and Michigan State University (MSU), one of the world's premier horticultural research institutions, have signed an agreement for research and breeding of the stevia plant. The goal of the research is to accelerate the creation of proprietary varieties of stevia that contain
dramatically higher levels of sweetness in the leaf as well as other improved agricultural properties, resulting in improved economics for both farmers and our customers.

April also marked a positive step toward the opening up of the European Union. The European Food Safety Authority (EFSA) issued a positive scientific opinion on the use of stevia as a sweetener. The opinion is considered a very positive step toward stevia approval in Europe in the near future.

"It is very encouraging to see the entry of new industry leaders and recent support for the opening of new markets. Based on PureCircle's April consumer study, nearly 25% of US adults indicate they have had a stevia sweetened food or beverage in the past six months. We are seeing these numbers increase as consumers are exposed to new innovation within and outside of North America." said Jason Hecker, Group Marketing Director of
PureCircle Limited.

For More Information

PureCircle Limited
Jason Hecker, Group Marketing Director (847) 630-0374
Magomet Malsagov, Managing Director +60 1 2388 8049
William Mitchell, Finance Director +44 7974 005 163

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop jeanette@westportcomms.com

RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen

Stevia-based Product Successes Fuel New Launch Activity 

PureCircle 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 Maîitre 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. 

For more information:

PureCircle Limited
Jason Hecker, Marketing Director (847) 630-0374
Magomet Malsagov, Managing Director +60 1 2388 8049
William Mitchell, Finance Director +44 7974 005 163

Westport Communications +44 20 7065 2690
 Alan Frame alan@westportcomms.com
Jeanette Bishop jeanette@westportcomms.com
 
RFC Corporate Finance Ltd +61 8 9480 2500
Stephen Allen 

 

Change of Significant Shareholding

PureCircle has been notified by its significant shareholder James Finlay International Holding Ltd that on 31 March 2010 it sold a total of 1,500,000 shares at £2.45 per share. As a result, James Finlay International is no longer has a significant shareholder in the Company.

1 April 2010

Enquiries:
 
PureCircle Limited (www.purecircle.com)
 Magomet Malsagov, CEO +60 1 2388 8049
William Mitchell, CFO +44 7974 005 163

RFC Corporate Finance (NOMAD) +61 8 9480 2500
Steve Allen

Westport Communications +44 20 7065 2690
Alan Frame alan@westportcomms.com
Jeanette Bishop jeanette@westportcomms.com