PureCircle Extends Stevia Line with Zeta Family

The company, a leading supplier of stevia globally, is rolling out a line of ingredients based on a different set of stevia glycosides that could permit no-calorie food and beverage applications without the off-tastes that have hampered growth in this area.

Heather Granato, VP, Partnerships & Sustainability

December 14, 2015

1 Min Read
PureCircle Extends Stevia Line with Zeta Family

OAK BROOK, Ill.—While consumers are interested in natural and low-calorie, new product development featuring stevia ingredients has been somewhat hampered by the challenge of off taste contributed by the plant’s glycosides. However, PureCircle believes its investment in stevia plant breeding to increase levels of more sugar-like glycosides—such as Reb M and Reb D—is about to pay off for formulators.

The company today announced it has developed the Zeta™ family of ingredients, designed to allow formulators to move from mid-calorie products to zero-calorie without being hampered by off tastes. John Martin, PureCircle’s global director of technical development and innovation, said the Zeta line was developed to allow formulators to deliver a clean, sweet taste at a very low or no calorie level, and will be available for use in a range of food and beverage applications. He said the first products, the Zeta LE offerings, will be rolling out fairly quickly in the new year, likely with an initial focus in the beverage area, where it has been challenging to get to a 10 Brix sweetness equivalent.

In a statement, Jordi Ferre, PureCircle’s COO, commented: “We are now growing stevia varieties that contain over 20 times the amount of rare steviol glycosides versus other leaf available on the market. We are proud to advance our commitment to supporting thousands of stevia farmers and be the only company to offer these innovative ingredients to our customers."

Martin added that different applications and specific ingredients will be made available as regulatory approvals are achieved. And while the initial launch will be focused in the United States, global release is under consideration, again pending regulatory review.

About the Author(s)

Heather Granato

VP, Partnerships & Sustainability, Informa Markets, Food EMEA division

Heather Granato is a 30-year veteran of the natural products industry, currently serving as vice president, partnerships & sustainability, in the Food EMEA division of Informa Markets. She is based in London, and leads efforts related to industry partnerships and broader sustainability initiatives for the Vitafoods and Food ingredients brands. She has been a presenter at events including SupplySide, Vitafoods, Food ingredients, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products Insider, Food Product Design, Vitafoods Insights, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. Granato serves as the founding president of Women In Nutraceuticals, a global non-profit founded in 2022 focused on empowering women in the nutraceutical industry; she is also on the board of directors for the Organic & Natural Health Association. From 2016 to 2022, she was a vice president on the national governing board of Kappa Alpha Theta women’s fraternity. Granato was named to the FOLIO: 100 list of top media professionals in 2018, and was selected as a 2015 Top Woman in Media by FOLIO:. She received the 2014 Visionary Award and the 2018 Journalistic Excellence Award from the American Herbal Products Association (AHPA); and was honored with the CEO Merit Award for Content from Virgo in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism.

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