LONDON — PureCircle Ltd., a producer and marketer of stevia products, has opened a European headquarters in London and signed a United Kingdom distribution agreement with Prinova Europe. PureCircle expects the European Union later this year to approve the use of stevia extracts as sweeteners in foods and beverages.
“PureCircle recognized early on the European Union’s potential for rapid growth and responded by establishing strong joint ventures with leading sugar producers,” said Jordi Ferre, president of PureCircle’s commercial division. “We are now pleased to take another important step by establishing PureCircle’s new business entity in the U.K. Our direct U.K. presence will enable us to partner with customers across Europe. Sales, marketing and application support will all be available through the U.K. operations, further demonstrating PureCircle’s leading ability to provide solutions to customers throughout product development stages.”
PureCircle already has a U.S. distribution agreement with Prinova. Formerly known as Premium Ingredients International, Prinova provides ingredients and flavors to the global food, feed and wellness industries.