FDBusiness.com

Malaysia-based PureCircle, the world’s leading producer and marketer of high purity stevia products, is significantly expanding its European presence with the opening of a new European headquarters in London and the signing of a UK distribution agreement with Prinova Europe (formerly known as Premium Ingredients International).

With European approval for high purity stevia ingredients expected by the end of this year, PureCircle has stepped up its application support for customers preparing for launches across Europe. France, which has led the EU with a temporary approval for high purity stevia sweeteners, has experienced rapid growth in stevia awareness and early market adoption in the low calorie sweetener category. Similar activity is anticipated across Europe, including the UK, which is one of the largest markets for sweeteners in Europe.

“PureCircle recognised early on the European Union’s potential for rapid growth, and responded by establishing strong joint ventures with leading sugar producers,” comments Jordi Ferre, president of PureCircle’s Commercial Division. “Our direct UK presence will enable us to partner with customers across Europe. Sales, marketing, and application support will all be available through the UK operations further demonstrating PureCircle’s industry leading ability to provide solutions to customers throughout product development stages.”

PureCircle’s UK reach will be further extended through the new distribution agreement with Prinova which builds on the existing successful distribution relationship the two companies have already established in the US market.