Merisant Welcomes the Positive Vote of the EC Standing Committee to Authorize Stevia Across Europe
By Merisant, PRNEMonday, July 4, 2011
PARIS, July 5, 2011 -
Today, the Standing Committee of the European Commission
(Directorate-General Health and Consumers Protection) has voted to
approve the regulation of stevia extracts (steviol glycosides) for
use as sweetener products at the EU level, with expected final
authorisation in the beginning of November this year.
Merisant, the global market leader in tabletop sweeteners, has a
rich heritage of research and development investment into
perfecting the application of stevia extracts to sweeteners. The
potential of stevia extracts as sweetener components is
significant, since its sweetening power is naturally 200 to 300
times higher than sugar, whilst being non-nutritive.
Originally native to Paraguay and Brazil, the stevia plant has
been used for centuries as a sweetener. As well being used in
tabletop sweeteners, the stevia ingredient is also used to sweeten
many reduced calorie food products globally, including soft drinks,
juice, yogurt and salad dressing. Stevia-based sweeteners are
already approved for use across other markets including the US,
France, Japan, China and Australia.
Following the European approval, Merisant plans to launch
stevia-based Canderel Green® tabletop sweetener in European
countries later this year, which will provide a natural way to
enjoy sweetness. Canderel Green® is a low calorie alternative to
sugar, adding to Merisant’s existing tabletop sweetener portfolio
that includes Europe’s number one brand - Canderel®.
Replacing sugar with a low calorie sweetener can prove
extremely useful in helping to maintain a healthy weight and
lifestyle. Merisant stevia-based products have been sold in the US
since 2008 and France since 2009, and are very well received by its
consumers.
Hugues PITRE, Merisant Vice-President & Managing Director
EAME, said, “This progression towards European approval
is a fabulous step forward for consumers. Merisant‘s
objective has always been to offer choice to consumers and to meet
their needs through a diverse portfolio of products. Thanks to our
expertise and to the great success of Pure Via™ in France, where we
have already achieved more than 65% market share, Merisant is
particularly well positioned to provide Canderel Green®
to European markets.“
About Merisant
Merisant was formed in 2000 to manufacture and market the
world’s most popular tabletop sweeteners, Equal® and Canderel®, and
over a dozen other available formats. Today, the Group owns 19
brands in over 90 countries. With over 500 employees positioned
globally - diverse, inspired and dedicated to continuing to expand
the incredible successes of these well-established and premium
brands.
From the start, Merisant has aimed to raise the bar through
continued global expansion, by broadening its audience through new
products, and improving productivity through technological
advances. The Group strives to develop products which answer
consumers’ specific needs to help improve their lifestyle on a
daily basis.
For further information please contact:
Kristina Duff - Edelman -
- Tel. +33-1-56-69-75-29
Simon Lorcy - Edelman -
Tel. +33-1-56-69-75-20
.
Tags: France, July 5, Merisant, Paris
