EU Standing Committee Votes to Recommend the Approval of High Purity Stevia

CHICAGO, July 5, 2011 -

- PureCircle preparing customers in
anticipation of year end approval

PureCircle (LSE: PURE), the world’s largest producer and
marketer of high purity stevia, is pleased to highlight the
positive vote by the EU Standing Committee on Food Chain and Animal
Health, which recommended the approval of high purity stevia
for use as a food ingredient throughout the EU, at its meeting held
on 4 July 2011.

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 will 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
Solutions™ and NP Sweet™ A/S as well as in ingredient systems with
DohlerGroup.

About PureCircle

PureCircle ( href="www.purecircle.com/">www.purecircle.com) is
the global leader in the production of high purity stevia products.
PureCircle is leading the industry with the development of a strong
sustainable natural supply chain. Stevia is now being grown for
PureCircle in more than 15 countries across South America, Africa,
Asia, and the United States; it provides 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 Stevia PureCircle® that educates
consumers about the benefits of stevia and provides a strong base
of trust for both consumers and Food & Beverage companies
alike. PureCircle’s global headquarters are in Kuala Lumpur,
Malaysia. PureCircle (PURE) shares are traded on the LSE AIM
index.

Jason Hecker, Vice President Global Marketing of PureCircle Limited, 1-866-960-8242, Jason.Hecker at purecircle.com; or Ashley Kleckner of Ketchum, +1-415-984-6194, Ashley.Kleckner at ketchum.com, for PureCircle