PureCircle Extends Supply and Marketing Partnership With Merisant

March 16, 2011
PureCircle Extends Supply and Marketing Partnership With Merisant

PureCircle, a producer and marketer of stevia products, announced an amendment to its multi-year supply agreement with Merisant Co., a producer of tabletop sweeteners throughout the world, that extends and expands the relationship between the two companies.

PureCircle will meet all of Merisant's Stevia ingredient requirements. The relationship extends across global markets and Merisant's broad portfolio of leading brands sweetened with Stevia extracts , including Canderel®, Equal® and Pure Via™.

As part of this expanded agreement, all Merisant tabletop products that are sweetened with Stevia extracts will carry PureCircle's "Stevia PureCircle" trust mark, which is currently being licensed by leading brands in the US, Latin America, Europe and Asia. The trust mark serves as a symbol of quality and reliable sourcing for consumers and is supported by such activities as PureCircle's We Grow Joy campaign (steviapurecircle.com) and the Global Stevia Institute (globalsteviainstitute.com).

Commenting on the new agreement, Paul Block, president and chief executive officer of Merisant said in a prepared statement, "PureCircle is a driving force in the stevia industry, with their supply chain strength and continuous innovation. We see the extension and expansion of Merisant's relationship with PureCircle as a key element in supporting the global expansion of our portfolio of leading sweetener brands."

Merisant has already launched stevia table top products in U.S., Mexico, France and Australia. New sweetener products are enabling growth in Merisant's market share globally.

"We are very pleased to have been chosen by Merisant as their supplier of choice," stated Magomet Malsagov, chief executive officer of PureCircle Limited. "Merisant has demonstrated decades of leadership in bringing great tasting sweeteners to the global consumer market. We are confident consumers and our customers will see great benefits from our strong supply agreement and ‘stevia PureCircle' trust mark alongside such great brands as Canderel®, Equal® and Pure Via™."