The FDA’s non-objection in December that the stevia-derived sweetener Reb A was generally recognized as safe (GRAS) was greeted with much fanfare – but how has it been received so far by industry and consumers?
Two companies, Cargill and the Whole Earth Sweetener Company, a subsidiary of Merisant, developed scientific dossiers for Reb A that they submitted to the Food and Drug Administration (FDA) last year. Cargill developed its Truvia brand in collaboration with Coca-Cola, while the Whole Earth Sweetener Company joined with PepsiCo to produce its PureVia brand.
Reb A was hailed variously at the time as the ‘holy grail of sweeteners’ and ‘the third generation’ of sweeteners due to being calorie-free as well as all-natural – a quality that tops the list of new product launch claims, according to Mintel’s Global New Products Database.
Laying the groundwork
Although products sweetened with stevia-derived sweeteners are still few – Mintel says that only seven have been released since the beginning of the year – major groundwork has been laid to allow for the expected flood of new Reb A-sweetened products to come in the months and years ahead.
Standards have been developed by analytical reference providers Cerilliant and ChromaDex for use by food and beverage manufacturers to verify the quality of their Reb A ingredients; and stevia production has been ramped up, with major supplier PureCircle, for example, aiming to double supply of Reb A over a 12-month period to 10,000 metric tonnes.
Solutions to the sometimes problematic bitter or licorice-like aftertaste associated with the sweetener have also been developed. Almost as soon as the FDA’s non-objection was announced, flavor companies stepped up, with bitterness blockers, flavor maskers and sweetness extenders.
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