P & F Magazine

Industry News Sponsored by

Email This Item!
Increase Text Size

PureCircle Announces Agreement with Firmenich

Posted: July 1, 2011

PureCircle announced it has entered into a multi-year global distribution agreement with Firmenich. The agreement will help accelerate the commercialization of the company's new natural flavor NSF-02, a product designed to enhance sweetness and flavor in foods and beverages.

Under the agreement, Firmenich will have exclusive rights to commercialize NSF-02 both as a standalone ingredient and within the company's flavor systems. PureCircle will retain rights to distribute directly in select accounts. Also, as part of the agreement the two companies will further collaborate on marketing and regulatory activities that will accelerate the adoption of the new flavor modifier across global markets, beyond the US where NSF-02 has FEMA GRAS status.

Commenting on the collaboration, Magomet Malsagov, CEO of PureCircle, said, "Globally, we continue to see great momentum toward natural reduced calorie formulations. We recognize the importance of continuous innovation to insure we provide our customers with advantages as they launch new products and reformulate existing ones. Combining PureCircle's flavor innovation and stevia portfolio with Firmenich's world class expertise in incorporating sweetness enhancement and flavor masking ingredients will accelerate the adoption of our new innovation globally."

Patrick Firmenich, CEO of Firmenich, added, "Building on our earlier stevia sweetener partnership with PureCircle, we continue the pursuit of breakthrough flavor solutions that fulfill the desires of consumers around the world, who are looking for great tasting, low sugar, low calorie foods and beverages."