Aug 1 - 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(TM) brand. In addition, PepsiCo and Whole Earth will grant PureCircle an exclusive license to market Reb-A under the PureVia(TM) 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.”
About PepsiCo
PepsiCo is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. As a member of the Dow Jones Sustainability World Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI North America), PepsiCo is a recognized leader in sustainability.
About Whole Earth Sweetener Company
Whole Earth Sweetener Company is committed to providing natural alternatives to sugar and to helping people eat better and live healthier, more fulfilling lives. The company actively supports and is involved in simple and sustainable farming – the best method for promoting agriculture and protecting the environment and farm workers. Formed in 2006, Whole Earth Sweetener Company launched its first sweetener brand, Sweet Simplicity®, in 2007, and the company continues to develop a vertically integrated business that will bring products that are perfectly sweet and perfectly natural from the farm to consumers. Whole Earth Sweetener Company is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners with sales in over 90 countries.