PureCircle Plans to reduce 250 billion calories in the Indian diet by 2020


PureCircle, the world’s leading producer and innovator of great tasting, zero-calorie stevia sweeteners, announces its plans to expand its India footprint and commitment to help Indian companies reduce 250 billion calories in the Indian diet by 2020.


This exemplifies the company’s commitment to traceability, and helping food and beverage companies in India to launch new low to zero sugar added products with plant-based stevia from farm to finished product. Inline with the Indian Prime Minister’s vision to double farmers’ income, PureCircle is exploring new farming partnerships in multiple locations across India.


Zero calorie, sustainable, 250-300 times sweeter than sugar and a healthier, natural alternative to artificial sweeteners, PureCircle is disrupting Consumer Health, Agriculture and Environment in India with Stevia. Indian Council of Medical Research, The Public Health Foundation of India and Institute for Health Metrics and Evaluation report states that 72 million Indians suffer from Type-2 diabetes today and is expected to almost double to 134 million by 2025. Stevia can also act as a powerful tool for the country to come out of the infamous reputation of being “the diabetic capital of the world”


Commenting on stevia’s sustainability and PureCircle’s vision for India, PureCircleHead of the South East Asia Region Navneet Singh said,

“PureCircle  is  the  market  leader  in  high  purity  stevia  ingredients  with  75% market share. Stevia market is $200-250 million market today growing at 20-25% CAGR.  India has a tremendously important role to play in growing this market as it is one of the largest consumers of sugar globally. Stevia is a sustainable crop, which is in high demand by the global food and beverage industry. PureCircle is test-farming several locations in India with its StarleafTM stevia variety, which contains more of the best-tasting stevia sweeteners than other stevia plant variants.  India has the land, climatic condition, farming expertise and entrepreneurial spirit to contribute significatly to global demand of naturally-sourced, non-GMO stevia sweeteners.”


India has a tremendously important role to play in growing this market as it is one of the largest consumers of sugar globally and new products launches with stevia in India are projected continue to see double-digit growth this year. Hot beverages, chocolate confectionary and dairy currently represent the leading category for product launches with stevia this year. PureCircle is expecting a whole host of launches in 2019 including those from major brands in powder soft drinks, flavoured milks, carbonated drinks, juices, condiments, nutraceutical products etc.


PureCircle has also announced its plans to increase plantings of its Starleaf stevia variety to supply significantly more Reb M to global beverage and food companies. As the result of ongoing innovation, research and development work with stevia, to date PureCircle has been granted more than 100 stevia-related patents.  These patents – plus more than 250 patents pending and other strong intellectual property — are directed to a wide range of stevia-related products and processes.


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