Imperial Enters Stevia-based Sweetener Segment

Imperial Sugar Company is partnering with the leading producer of stevia sweetener products, PureCircle, in a joint venture to develop natural sweetening products for the North American beverage and food sectors.

Natural Sweet Ventures LLC will work closely with beverage and food companies to develop innovative new products that appeal to a growing segment of consumers who seek lower calorie, natural food alternatives.

Up to 300 times sweeter than sugar, stevia will complement the effectiveness and natural taste of pure cane sugar, which is being increasingly used by major manufacturers to substitute for non-nutrient and GMO-based sweeteners. Pepsi Throwback and Dr. Pepper, for example, are both made with pure cane sugar instead of high fructose corn syrup. The cost of goods of the combined cane sugar and stevia sweetener may enable cost effective direct substitution of high fructose corn syrup with other consumer appealing benefits.

“We are delighted to partner with stevia product leader PureCircle to provide an attractive alternative for customers seeking naturally sweet, lower calorie products,” said John C. Sheptor, president and CEO of Imperial Sugar.

“Using the proven technology of both companies, we have experienced early success in achieving a sweetener with a pleasant taste. Samples will be distributed to customers for trial in the near future,” Sheptor said.

“The creation of Natural Sweet is consistent with our strategy to expand into value-added natural offerings for customers and enhance shareholder value over time. Natural Sweet Ventures will provide customers a sugar option with additional benefits.”

Stevia-based sweeteners derive their sweetness from the leaves of the stevia plant, which has been used for centuries by the inhabitants of Paraguay. Stevia offers something that consumers want: zero calories, low glycemic index and a natural provenance.

The two companies will focus on developing a specialty product line that combines the natural benefits of both sugar and stevia. Key product attributes will include:

• 100 percent natural.
• Same sugar sweetness with fewer calories and less sugar.
• Lower glycemic index.
• No GMO (genetically modified organism).
• Temperature and pH stable.
• Ease of use in a broad array of food and beverage applications.

“When we were looking for a partner for the important North American region, there was really only one choice,” commented Magomet Malsagov, president and CEO of PureCircle Limited. “Imperial stood out from the crowd for its commitment to innovation, naturally sweet products and outstanding customer service. The combination of our intellectual property and valued assets will help to serve the growing demand of North American consumers.”

The joint venture between Imperial and PureCircle was announced February 21.

For Imperial Sugar Company, expansion into the stevia products segment complements the company’s Wholesome Sweeteners joint venture, one of the largest producers of organic and fair trade sweetener products.

Imperial Sugar Company is North America’s second largest refiner, processor and marketer of pure cane sugar. PureCircle, with global headquarters in Kuala Lumpur, Malaysia, is the global leader in the production and delivery of high purity stevia products with more than 80 percent share of sales.