Stevia producer PureCircle has announced its third new European alliance in a week, teaming up with Nordzucker to develop and market stevia-sugar combos.
Earlier this week the company, which has its HQ in Malaysia but is listed on the London Stock Exchange, announced tie-ups with Tereos and Doehler. It also announced an agreement with British Sugar in late July.
Stevia-derived sweeteners are expected to be approved in the EU in the first half of 2011, so suppliers and manufacturers are preparing for this high potential new market.
Jordi Ferre, VP and general manager of PureCircle USA, told FoodNavigator.com that it is coincidence that the three agreements were concluded in the same week.