Prepared Foods - February 2009 - (Page 20)

Advertisement Sweet, sweet Reb A New natural high-intensity sweetener, Reb A approved for market With the recent announcement that Reb A was cleared by the FDA for use as an ingredient in food and beverage products, it’s time to get the inside scoop. To get details on this new natural sweetener, we talked with Jordi Ferre of PureCircle USA, the largest global supplier of Reb A. First of all, what is Reb A and where does it come from? Jordi: High-purity Reb A is one of the most exciting things happening in the food and beverage industry today. It’s a completely natural, high-intensity sweetener that is found in the leaf of the Stevia rebaudiana plant. Reb A has zero calories and is about 200 times sweeter than sugar. dient in all of the categories in which it competes. PepsiCo’s ﬁrst products to market are SoBe LifeWater and Tropicana Trop50. Both products are sweetened with PureVia Reb A. How does it differ from competitive products? Jordi: It differs from sugar inasmuch as it has zero calories; it has a low glycemic index, so it’s suitable for diabetics to use. And it does not promote tooth decay; so it’s great for kids. Unlike the majority of high-intensity sweeteners, it’s perfectly natural. And how does Reb A differ from the stevia that’s been marketed as a dietary supplement for years in the States? Jordi: Stevia extract is a primary extraction from the stevia leaf and contains a number of different molecules.What PureCircle has done is isolate one of the sweetest and best-tasting constituents in the leaf, Rebaudioside A—Reb A. Using a patented process, we have naturally reﬁned that to the highest levels of purity. Finally, there have been a number of questions over the years about the safety of stevia. Are there any health implications related to Reb A consumption? Jordi: Stevia has been used as a sweetener in Asia and South America for many generations without any adverse side effects. More importantly though, the scientiﬁc research that was presented to the FDA has shown that Reb A is safe to use in your diet. There are also a lot of beneﬁts in using Reb A as a part of your daily diet. Reb A is a zero calorie sweetener, which means that it aids in the reduction of your caloric intake. And it has a low glycemic index, which makes it suitable for diabetic use. And are there any taste barriers? Jordi: Because we’ve done the extraction to high degrees of purity, the taste issues that were previously associated with the use of stevia extract have been completely removed. In effect, this is a new product. It has a much cleaner proﬁle that is completely different to stevia extract. Does Reb A have functional limitations in different food systems? Jordi: Not at all. It’s got superb functional characteristics. It’s pH stable; it’s temperature stable. It can pass through the pasteurization process without breaking down. And it can withstand an acidic environment without degrading. So it can be used throughout the entire spectrum of food and beverage applications. What exactly is PureVia™ Reb A? Jordi: PureVia™ is the brand name for Reb A. And who owns the brand? Jordi: It’s owned jointly by PepsiCo and the Whole Earth Sweetener Co. (WESCO). While PureCircle has exclusive rights to the brand for use in the ingredient industry, WESCO is launching PureVia tabletop sweetener into retail and foodservice, and PepsiCo is launching products with PureVia as a branded ingre- Just the facts ™ To learn more about using Reb A in your product, contact PureCircle at 217.454.0990 or visit them on the Web at www.reb-a.com http://www.reb-a.com

Table of Contents Feed for the Digital Edition of Prepared Foods - February 2009

Prepared Foods - February 2009 Contents Hitting the Shelves Category Analysis: Contemplating Condiments Consumer Research: Flavor Launches Signal Trends Regulations: Food Protection MarketWatch Grab and Go: From Street Food to Retail Flavor Secrets: Shrimp Around the World On the National Menu Gelatos and Gourmet Ice Creams R&D Applications Seminar: Fats—Nutritional Nuances to Physical Functionality R&D Applications: CLA Claims on Ingredient Statements R&D Applications: Leavening Allows Sodium Health Claims Abstracts

Prepared Foods - February 2009

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