Most stevia processors have welcomed the final approval of the EU Commission’s Regulation to authorize the use of steviol glycosides in foods and beverages in the European Union. Jordi Ferre, President Commercial Division for PureCircle Limited states, “This is a very important day for the stevia industry, food and beverage manufacturers and consumers in Europe. Stevia, the no-calorie, natural sweetener, will play an important role in addressing consumer interest in healthier diets and sustainable ingredients, as well as to help offset rising commodity costs for our customers.”

The regulation permitting the sale and use of steviol glycosides has now been published in the Official Journal of the European Union as of 12 November. Twenty calendar days following this publication date, the regulation will enter into force and will be binding in its entirety and directly applicable in the EU Member States, allowing for sale of products formulated with steviol glycosides as early as 2 December.

Food and Beverages sweetened with stevia are increasingly being launched around the world, from dairy to beverages to confections. France, which allowed for an interim approval of high purity stevia extract Reb A in 2009, has enjoyed rapid growth in consumer awareness, behind successful new product launches. In the latest research study by the PureCircle Insights Group, awareness of the sweetener among the general population had already reached 47% by July 2011.