Joint Venture Will Market “Steviasucrose” Sweeteners In Northern, Eastern Europe

European sugar producer Nordzucker AG and stevia sweetener supplier PureCircle Limited have formed a sales and marketing joint venture, NP Sweet A/S, to market reduced calorie products known as “steviasucrose” that combine sugar and stevia. The market for the stevia and steviasucrose portfolio is food and beverage companies in northern and eastern Europe. According to NP Sweet General Manager Lars Bo Jørgensen, the joint venture takes advantage of integrated supply chains that offer customers “sustainability and traceability from field to final application.” EU regulatory clearance for stevia products is expected before the end of 2011.