Companies Form Joint Venture To Market Stevia In Europe After Official EU Approval

As they await the European Union’s approval later this year of natural sweetener stevia, German sugar supplier Nordzucker and Malaysian stevia producer PureCircle have formed a joint venture to sell stevia in Northern and Eastern Europe. The equally-owned venture, NP Sweet, will be headquartered in Denmark, where development and marketing of “steviasucrose” sweeteners will be managed. U.K. consultant firm Zenith International says  stevia has enjoyed a “meteoric rise in popularity” since it’s approval as a sweetener in the U.S. in 2008. The company says stevia’s global market value is $285 million. The European Food Safety Authority ruled last year that stevia is safe to use in foods and beverages.