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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

London, Sept 17 - Malaysia-based sweetener group PureCircle expects U.S. approval for its natural no-calorie sweetener Reb-A within two months which will prompt Coca-Cola and PepsiCo to launch it in their drinks within days.

The London AIM-listed group expects the U.S. Food and Drug Administration (FDA) to approve the sweetener as Generally Recognised as Safe (GRAS) which will allow the natural sweetener to be launched across the U.S. food and beverage industry.

"We expect an FDA no-objection letter within two months. We don't foresee any problems. Coke and PepsiCo are ready to launch products with Reb-A as soon as possible," PureCircle's Russian managing director Magomet Malsagov said in an interview.

Approval will allow the group to break into the lucrative U.S. market for high intensity sweeteners which accounts for 60 percent of the global $1.3 billion market for sugar substitutes such as NutraSweet, Sweet'N Low and Splenda.

The soft drinks industry dominated by Coca-Cola Co and PepsiCo Inc will be key for PureCircle, and PepsiCo said it will launch a new line of its SoBe Life drink with Reb-A, under the brand name PureVia, in Latin America where the sweetener is already cleared for use.

Rebaudioside A (Reb-A) is made from certain compounds in the leaves of stevia, a shrub native to Paraguay, and PureCircle is the world's largest producer and distributor of what it says is the world's first natural high intensity sweetener with 400 times the sweetness of sugar.

Reb-A is likely to compete with established artificial sweeteners such as saccharin, aspartame and sucralose, which are sold under brand names Sweet'N Low, NutraSweet and Splenda.

Sweet'N Low is made by New York-based family-owned Cumberland Packing Corp while NutraSweet Co is owned by Boston-based private equity firm J.W. Childs Associates. Tate & Lyle makes the sucralose sweetener Splenda which accounts for around one fifth of its group profits.

Chicago-based Merisant also makes aspartame products such as Equal and Canderel.

PureCircle shares were first listed on London's junior stock market, the Alternative Investment Market (AIM), in December 2007 at 170 pence with a free float of over 30 percent. The shares close on Wednesday off 2 percent at 218p.

Malsagov says Reb-A could make inroads if consumers turn to natural alternative sweeteners with zero calories for a healthier diet, while the product has the advantage of being heat and pH stable for the food and drinks industry.

He says the group controls around 80 percent of the world crop of stevia, largely grown in Chinese plantations, but is expanding in countries such as Kenya, Uganda and Paraguay. It has an extraction plant in China and a refinery in Malaysia.

The sweetener is already approved in several countries such as China, Japan, the former Soviet Union and South America and only in the last few weeks received approval in Australia and Switzerland. Malsagov believes after FDA approval, it will take the European Union some 6-12 months to approve the product.

End-user groups such as Merisant and Cargill made the applications to the FDA in May, and should receive answers within 180 days, meaning Merisant should hear by Nov 13 and Cargill by Nov 28, Malsagov said.

Merisant is set to launch its PureVia Reb-A product after FDA approval, while Cargill has already launched its Truvia Reb-A product.

Currently, aspartame holds 44 percent of the artificial high intensity global sweetener market with sucralose on 26 percent and saccharin 11 percent, says

Approval would cement the future of this company, "big time".
imho
cyril

Well we know what is needed even at times like this "food and drink".
Just another part of a special journey, and at bargain rates imho?

PureCircle says Australia, New Zealand approve use of Reb-A in food, beverages

LONDON (Thomson Financial) - PureCircle Ltd. said the Australian and New
Zealand regulatory authority, FSANZ, has approved the use of steviol glycosides
(Reb-A) as a mainstream food and beverage ingredient.
PureCircle is the world's exclusive supplier of Reb-A, an all-natural
zero-calorie sweetener.
Magomet Malsagov, chief executive of PureCircle, said: "This is great news
and reinforces our belief that we will soon see similar approvals in the United
States, the world's largest market."

cyril

Finals out, very positive, strong finanically and all seems to be progressing extremely
well. Fail to understand so little interest as this imv has enormus potential in a
very safe area, the food chain.
cyril

News of USA approval very soon, possibly this week?
Taken a chance and topped up.
cyril

http://www.foodnavigator-usa.com/Financial-Industry/PepsiCo-ready-for-stevia-product-launches
cyril

Up over 11% today, could it be those in the know are getting in ahead of soon to be released results from the FDA?
cyril

Probably the best performing share today? up 31%.
cyril

this is big..


http://www.bloomberg.com/apps/news?pid=20601109&sid=a0yJVN7UCgms&refer=home

Could it be a break-out today.

This could well be a 10 bagger in the next 2 years the Pepsi contract underlines the potential here.

http://www.confectionerynews.com/The-Big-Picture/Promising-stevia-sales-ahead-of-GRAS
cyril

Thanks cyril I'm surprised Michael Walters has not mentioned these.

Mitzy 8th prediction, 3rd highest rated.

http://www.naturalnews.com/024976.html
cyril

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.