PureCircle, British Sugar Collaborate on Sweeteners

LONDONBritish Sugar Group and PureCircle Limited have signed a memorandum of understanding (MOU) to form The Natural Sweetness Co. (TNSC), a sales and marketing joint venture that will work on developing and marketing a range of products that combine the natural benefits of both sugar and stevia to meet the food and beverage industries' requirements for reduced calorie natural sweet applications.

British Sugar is one of the largest sugar producers in the world and has sugar operations in the United Kingdom, Spain, China and southern Africa. PureCircle is a global leader in the production of high-purity Stevia products. Both companies have established track records in developing proprietary technologies tied to natural, sweet products and both partners view this agreement as an important vehicle for growth. The MOU will result in a definitive sales and marketing agreement for a range of combined sugar-stevia and pure stevia products.

"We are delighted with our agreement with PureCircle, the global leader in providing high-purity stevia products, said Mark Carr, chief executive of British Sugar Group. We look forward to working together to develop a range of products that can provide an attractive proposition for customers seeking lower calorie, natural sweetening solutions. This agreement complements British Sugars core sugar business and enhances its product portfolio and growth opportunities.

Magomet Malsagov, CEO & President of PureCircle Limited, commented: "We know that our global customers want naturally reduced-calorie sweetener options provided to them around the world to complement their existing sugar options. When we were looking for global partners, British Sugar was the stand out choice across all measures in its core markets. As we work together it is clear that there is a strong alignment in how we see the sweetener market developing.