Stevia supplier PureCircle yesterday (3 August) launched a global campaign in a bid to boost awareness of the natural sweetener among consumers.

The UK-listed group said a “trust mark” entitled “Stevia by PureCircle” would be carried on the packaging of “leading manufacturers around the world”.

The print, digital and TV campaign will start next month alongside other co-marketing activities already in place.

Products with the message “naturally sweetened with stevia by PureCircle”, including True Lemonade powdered beverages, are launching in the US and Latin America, the stevia firm said.

“Our new trust mark campaign, in partnership with our customers, will play a critical role in insuring that stevia maintains a place firmly among other natural ingredients that consumers love and trust,” Jason Hecker, vice president of global marketing at PureCircle, said.

Meanwhile, in a separate announcement, PureCircle said it had started successfully processing leaf sourced from Kenya and Paraguay at its stevia extract facilities in China.

PureCircle also said it had struck a deal to source stevia leaf from S&W Seed Co. and its subsidiary, based in Five Points, California.

The company said the agreement would bring “large-scale stevia cultivation to the US” and was “another milestone in PureCircle’s worldwide expansion of stevia as a large volume commodity crop”.

PureCircle CEO and MD Magomet Malsagov said: “This is an important series of announcements for our stevia supply chain. Our proprietary leaf from Kenya and Paraguay is performing well and underpins our plans to start building extraction capacity in Africa and South America.”

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