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A tip i gave recently PURE has today released news of a very substantial contract, so well worth starting up a thread as this has the making of a potential
mulibagger?
http://www.purecircle.com

RNS Number : 3742A
PureCircle Limited
31 July 2008


PURECIRCLE LIMITED

('PureCircle' or 'the Company')

MAJOR CONTRACTS WITH PEPSICO AND WHOLE EARTH

TO SUPPLY REBAUDIOSIDE-A (REB-A*) AND EXCLUSIVE LICENSE TO MARKET REB-A UNDER THE PureVia BRAND

PEPSICO AND WHOLE EARTH INTRODUCE ALL-NATURAL, ZERO-CALORIE SWEETENER WITH PURECIRCLE-SOURCED REB-A

The Board of PureCircle announces that it has signed substantial, long-term contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb-A for use in beverages and tabletop sweeteners worldwide under the PureVia brand. In addition, PepsiCo and Whole Earth will grant PureCircle an exclusive license to market Reb-A under the PureVia brand in certain categories. PureCircle will be entitled to all profits (including sub-licensing fees) related to this exclusive licensing agreement.

PureCircle will continue to be free to sell the non-branded ingredient to all customers across all categories and geographies.

The announcement, from PepsiCo and Whole Earth Sweetener Company, states that PureVia will debut in a new nutritionally-enhanced PepsiCo beverage called 'SoBe Life,' to be launched in Latin America, starting with Peru. PureViaTM will be available initially in three SoBe Life flavour blends: Tropical-Pomegranate, Strawberry-Kiwi and Orange-Tangerine.

Meanwhile, PureVia tabletop sweetener will launch in the United States this autumn, before expanding into drink and food products around the world.

Commenting on the contract award, Magomet Malsagov, Managing Director of PureCircle, said:

'PureCircle has worked extremely hard to build a capability which can support leading food and beverage manufacturers, such as PepsiCo and Whole Earth, in bringing natural, healthy products to consumers on a worldwide basis. These contracts are an important sign of confidence in PureCircle's capabilities to deliver high quality, consistently-pure Reb-A. We look forward to further developments in this exciting market, which we believe will herald a new era in natural sweetening and engender higher expectations on product taste and delivery among consumers.'

cyril

http://www.investegate.co.uk/Article.aspx?id=2009030407001226930

Aye its got a good chance..

Things heating up, could this be the forerunner to approval which is overdue?
http://www.reuters.com/article/marketsNews/idUSN1550143320081215
cyril

looks like a done deal Cyril from the above article.

Should see a solid uprating if it is positive.

Just a matter of time now before approval lets see what they say.

Cargill ad campaign to prepare market for stevia
By Sarah Hills, 16-Dec-2008
Related topics: Natural sweeteners, Financial & Industry, Sweeteners (intense, bulk, polyols)

Cargill has begun a nationwide marketing drive to promote Truvia, its brand of natural, zero calorie stevia sweetener.

The tabletop sweetener was launched this summer but now Cargill is rolling out a marketing campaign to target health-conscious consumers, particularly women, with network television and national consumer print and online advertising.

Cargill developed the Truvia brand, made with rebiana (Reb A) derived from the stevia leaf, in partnership with Coca-Cola.

It is an ingredient for use in foods and beverages, as well as a tabletop sweetener. However, a decision on stevias FDA (Food and Drug Administration) GRAS (generally recognized as safe) status for use in food and beverages is pending.

Meanwhile the ad campaign, specifically for the tabletop variety, comes amid speculation that Coca-Cola plans to market three flavors of a juice drink in its Odwalla line sweetened with stevia this week. Coca-Cola has declined to comment.

Natural sweetness

One of the Truvia adverts includes the tagline honestly sweet and from a miracle of nature, not chemistry.

Zanna McFerson, director at Cargill Health & Nutrition, said Through research, we found that consumers are trying to live more balanced lives but have a complicated relationship with sweeteners.

The marketing campaign to launch Truvia tabletop sweetener is designed to inform consumers that for the first time, there is a natural great tasting zero calorie sweetener that comes from a leaf, not a lab.

Cargill teamed up with advertising agency Ogilvy & Mather (Chicago) for the Truvia campaign which looked at the relationship women have with sweetness.

Donna Charlton Perrin, group creative director and partner, Ogilvy, said: The advertising campaign recognizes that sweeteners often come with a healthy side serving of guilt or compromise.

To atone for dessert, you run extra miles on the treadmill. To reduce calories, you sacrifice taste and forgo the natural for the artificial.

The suggestion is that Truvia is guilt and compromise-free.

The campaign includes four 30-second television ads which focus on simple, close-up images of the stevia leaf.

Cargill said television spots will air nationally on network and cable television. Print and online ads will run on media properties focused on women and wellness.

It will also include coupons, in-store and consumer sampling programs, and an interactive campaign on the website, Truvia.com.

Stevia is permitted for sale in the US as a dietary supplement on the basis of its low glycemic index.

The Malaysian company PureCircle recently secured an extension to its agreement with Cargill to supply Reb-A until mid-2010.

More news articles on this topic

Coca-Cola could launch stevia drink ahead of FDA GRAS
PepsiCo ready for stevia product launches

cyril

Building up gradually for a big move when it happens.

RNS out.

And here it is, interesting day aead?

8 December 2008

PURECIRCLE SET TO LEAD USA SUPPLY OF HIGH-PURITY REB A

U.S. Food and Drug Administration Issues No Objection Letter to
GRAS Status of Rebaudioside A (Reb A)

PureCircle is the world's leading vertically integrated supplier of Reb A

PureCircle's Reb A sweetened consumer products make U.S. Debut

18, December, 2008. PureCircle (LSE:PURE), the world's leading developer and producer of high purity Rebaudioside A (Reb A)* today announces that the United States Food & Drug Administration ('FDA') issued a no objection letter with respect to Reb A. This indicates the FDA has no objection to the conclusion that Reb A at a minimum specification of 95% is Generally Recognised As Safe ('GRAS') among qualified experts for use in beverages, foods and tabletop sweeteners. This response from the FDA clears the way for high-purity Reb A**, the first all-natural zero calorie sweetener, to be adopted as a key ingredient in mainstream food and beverage production.

PureCircle is the world's largest supplier of high-purity Reb A with the industry's leading vertically integrated supply chain, to secure the consistent, reliable supply of high-quality, high-purity Reb A to manufacturers who want to offer their customers healthy, natural, great tasting products. High-purity Reb A has a superior taste profile and displays excellent pH and temperature stability making it suitable for use as a sweetener ingredient across all food and beverage applications.

Commenting on the GRAS announcement, Magomet Malsagov, Chief Executive said:

'The importance of GRAS status for high-purity Reb A cannot be overstated, this marks the opening of the largest market for Reb A. Food and drink manufacturers will now be able to use it as a sweetener ingredient - either as a complement to sugar or as a healthy substitute for synthetic sweeteners - across their entire product ranges.

'As the world's leading supplier of Reb A, PureCircle is well placed to meet the expected surge in demand from the world's largest food and beverage market.

'Our Reb A supply chain is already the world's largest and we are making further investment with 50,000 MT of leaf extraction capacity coming online in March 2009 and joint venture partnerships with stevia plantations in Paraguay, Thailand, Laos, China and Kenya.

'Through the combination of PureCircle's first-mover advantage, diversified supply chain, leading technology, strong market position and strategic partnerships, the company is poised to lead the natural sweetener market into a new era.'

The FDA's issuance of a no objection letter with respect to Reb A opens the USA market for PureCircle who will offer a full application and formulation service for the supply of PureVia TM Reb A as an ingredient. The announcement also confirms, at a minimum specification of 95%, the purity levels of Reb A which are approved in the US, clearly differentiating Reb A from the traditional stevia extract market.

Earlier in the year PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb A in beverages, foods and tabletop sweeteners worldwide including the exclusive license to market PureViaTM Reb A as an ingredient.

Uniquely, PureCircle can offer food and beverage manufacturers the opportunity to use the PureVia endorsement as the ultimate natural sweetness and healthy lifestyle solution to win consumer appeal. Additionally, PureCircle will continue to be free to sell the non-branded ingredient to customers across all categories and geographies.

PepsiCo has announced the launch of zero-calorie SoBe Lifewater and Tropicana's new light orange juice Trop50, and Whole Earth Sweetener Company has launched PureViaTM Tabletop Sweetener using Reb A. Cargill and Coca-Cola have also announced the launch of their respective range of products.

Magomet Malsagov, adds:

'Consumers are demanding a natural and healthy solution to the global obesity epidemic and other health issues resulting from high calorific ingredients in mainstream products. As an all-natural and calorie-free product, Reb A is seen as providing that solution.'

I will be disappointed if we don't finish above 150p today.
cyril

Some of the highlights worth repeating.

'Our Reb A supply chain is already the world's largest and we are making further investment with 50,000 MT of leaf extraction capacity coming online in March 2009 and joint venture partnerships with stevia plantations in Paraguay, Thailand, Laos, China and Kenya.

Earlier in the year PureCircle announced contract extensions with Cargill and major new contracts with PepsiCo and Whole Earth Sweetener Company for the supply of high purity Reb A in beverages, foods and tabletop sweeteners worldwide including the exclusive license to market PureViaTM Reb A as an ingredient.

PepsiCo has announced the launch of zero-calorie SoBe Lifewater and Tropicana's new light orange juice Trop50, and Whole Earth Sweetener Company has launched PureViaTM Tabletop Sweetener using Reb A. Cargill and Coca-Cola have also announced the launch of their respective range of products.

cyril

Great news cyril watch the new contracts rolling in.

Excelent news.

This is a great share could be worth 1000p in 2 years time the market is limitless in the States and UK.

My share tip of 2009 once the papers realise the potential.

180 is y target for 2008.

Up again, 165p. Yes mitzy must be one with some of the best potential and i shall
use it in my stockchallenge comp for 2009, along with DGO and EEN as bankers,
then any 2 from KAH CEY TMAN and MXP(need an outsider or two to stand a chance of winning).
Merry xmas and best wishes for the coming year to you and to all.
cyril

Good choice there cyril I like EEN and DGO good luck.

this is a strange stock, insofar as it seems to have a cap >1bn yet the average daily trading is <145k ..... any comment?

other than that, it certainly looks an interesting play

Market cap is £215m at todays price it doesnt take much volume to move it a volume wise and Killicks have advised their clients to buy.

ah! got my number off the headline thumbnail here ..... clearly a load of pure!

Pure Magik..
Edit.. 80k buys and 3k sells..