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Tate & Lyle Enters Agreement with BioVittoria for Monk Fruit Sweetner
Posted: April 28, 2011
Tate & Lyle (London) announced it has entered into a five-year strategic partnership agreement with BioVittoria Ltd. for the exclusive global marketing and distribution rights for BioVittoria’s monk fruit. Tate & Lyle will market the products in the U.S. under the PureFruit brand name, and this agreement expands Tate & Lyle’s broad portfolio of wellness ingredients and its position as a global provider of specialty food ingredient solutions. PureFruit is an extract made from monk fruit that can be formulated into a variety of foods including beverages, dairy, cereal, confectionary and bakery products.
According to terms of the agreement, New Zealand-based BioVittoria will award exclusive global sales and distribution rights to Tate & Lyle for its monk fruit extract, and Tate & Lyle will support the development of the line of PureFruit products with sales, research, marketing and product development. Using proprietary, natural methods, the Tate & Lyle research team has further refined the taste of its PureFruit products for an array of commercial uses. BioVittoria will continue management of the monk fruit extract supply chain, including seedling cultivation, the grower network and natural processing.
“BioVittoria has made significant investment in the monk fruit supply chain and processing to enable us to bring it to the market,” explains Karl Kramer, president, innovation and commercial development, Tate & Lyle. “In addition to its great taste, PureFruit enables a ‘sweetened with fruit extract’ label claim, which our research shows is extremely appealing to consumers.”