EU Standing Committee Votes to Recommend the Approval of High Purity Stevia

CHICAGO, July 5, 2011 /PRNewswire/ --

- PureCircle preparing customers in anticipation of year end approval

PureCircle (LSE: PURE), the world's largest producer and marketer of high purity stevia, is pleased to highlight the positive vote by the EU Standing Committee on Food Chain and Animal Health, which recommended the approval of high purity stevia for use as a food ingredient throughout the EU, at its meeting held on 4 July 2011.

The next step in the regulatory process for high purity stevia is scrutiny of the proposed regulations by the European Parliament. If these next steps progress well, then it is likely that high purity stevia will be allowed to be used as an ingredient in the EU by November 2011.

Commenting on the Standing Committee vote, PureCircle CEO Magomet Malsagov said "This is an important milestone on the path to securing approval for high purity stevia in the important EU market. We know that there is strong consumer and Food and Beverage demand for stevia in Europe. We look forward to being allowed to supply that demand before the end of 2011".

Building on successful developments in the French market, where stevia consumer awareness has now reached 40%, PureCircle has been actively preparing its customers for launches throughout the EU.  The company is working with customers both directly and through its sugar industry joint ventures with Tereos PureCircle Solutions™ and NP Sweet™ A/S as well as in ingredient systems with DohlerGroup.

About PureCircle

PureCircle (http://www.purecircle.com) is the global leader in the production of high purity stevia products. PureCircle is leading the industry with the development of a strong sustainable natural supply chain. Stevia is now being grown for PureCircle in more than 15 countries across South America, Africa, Asia, and the United States; it provides a sustainable cash crop for rural farming communities in each region. As part of its leadership of the stevia industry, PureCircle has pioneered the industry trust mark Stevia PureCircle® that educates consumers about the benefits of stevia and provides a strong base of trust for both consumers and Food & Beverage companies alike. PureCircle's global headquarters are in Kuala Lumpur, Malaysia. PureCircle (PURE) shares are traded on the LSE AIM index.