PureCircle, Firmenich team up for Reb A
Posted: January 9, 2009
PureCircle has announced an exclusive agreement with Firmenich to commercialize Reb A in the global food and beverage industry. High-purity Reb A recently received the Generally Recognised As Safe (“GRAS”) status by FDA for use in beverages, foods and tabletop sweeteners, either as a complement to sugar or as a substitute for synthetic sweeteners. Under the terms of the collaboration, Firmenich and PureCircle will offer natural flavor and sweetening solutions to the global food and beverage market. Firmenich has also developed flavor systems for Reb A, which will be introduced across food and beverage applications.Of the collaboration, Magomet Malsagov, chief executive officer of PureCircle, said, “Combining Firmenich's world class flavor ability and global reach, with the ground-breaking low calorie natural sweetening that Reb A provides, is a major event in the food and beverage industry. Calorie reduction is a major development platform in all key application areas.” Further, commenting on this partnership, Patrick Firmenich, chief executive officer of Firmenich, added, “By combining PureCircle’s know-how in Reb A with Firmenich’s expertise in sweetness enhancement and flavor masking, I believe that we can fulfill consumer desires for great tasting, low sugar, low calorie foods and beverages.”