SweeGen’s next-generation Bestevia Rebaudioside M (Reb M) stevia sweetener is in its final phase before the European unio publishes approval in a few months, according to sugar reduction specialists. 

As a result, SweeGen is fast-tracking the non-GMO Bestevia Reb M commercial scale-up at its manufacturing facility in Europe in anticipation of the published approval. 

The regulatory step is deemed the last hurdle to satisfying the demand for the stevia sweetener in the region.

Sweegen has been collaborating with major food and beverage manufacturers in Europe to explore application developments for creating sweet taste innovations over the last several years.

Now, the products are near ready to launch on the market, notes the company.

Anticipating approval 
Alongside the expected Reb M approval, Sweegen launched its new Food and Beverage Applications Center in London in January, home to sugar reduction product development for brands in Europe. 

It will also serve as a creative center to explore and discover product innovations motivated by consumer trends and regional tastes.  

“Reaching this last stage in the EU regulatory approval process for our Bestevia Reb M is a key milestone in our journey to inspire new product launches and provide confidence for brands that are in their final phases for creating great tasting, reduced sugar and healthier products,” says Michael Halvorsen, senior director of business development, EMEA. 

“Our new creative center in London allows us to help our customers reach their sugar reduction goals with new product innovations, and our European manufacturing facility in Europe enables the rapid commercialization of 3,000 metric tons of high-purity stevia per year.” 

Bestevia Reb M is a significant development for both consumers and brands, according to SweeGen. It comes as health-conscious global consumers take action on reducing their sugar intake without compromising on taste.

Sports nutrition and stevia
“Regional access to sustainable Bestevia Reb M is very important as it provides a low cost-in-use sugar reduction solution to product developers. With SweeGen as a supplier and applications collaborator, together, we can create consumer-winning products,” adds Halvorsen. 

Non-GMO stevia sweeteners have led the way in replacing sugar in foods and beverages, nutritional products, and many other market products worldwide. 

Innova Market Insights research reported that in France, from January 2019 to August 2020, sports nutrition product launches using stevia increased by 43 percent.

SweeGen offers brands cost-effective and rapid innovation for sugar reduction solutions for beverages, dairy, savory and bakery with its Bestevia Taste Solutions for Europe. 

It is the first company to receive the European Food Safety Authority (EFSA) panel’s safety status for any steviol glycoside produced by alternative and sustainable technologies. 

Sugar reduced innovation 
To achieve high purity clean-tasting stevia leaf sweeteners, SweeGen uses a bioconversion process starting with stevia leaf. This process enabled SweeGen to obtain the Non-GMO Project verification for its Bestevia stevia sweeteners in the US market. 

“We are happy to move into this final approval step with the EU Commission because it provides our customers with the confidence they need to proceed with their new product development and launches for sugar-reduced innovation in Europe,” adds Hadi Omrani, director of regulatory affairs.

Bestevia Reb M was commercialized in 2017 and has already been approved in many regions around the world. 

In January, SweeGen announced the commercialization of Bestevia Rebaudioside N (Reb N). The zero-calorie natural stevia molecule is produced through a patented bioconversion technology from the biotech company Conagen. The sensory profile of Bestevia Reb N makes it particularly functional in beverage formats.

And just last month, SweeGen’s highly soluble and zero-calorie stevia solution Bestevia Rebaudioside B (Reb B) was granted Generally Recognized As Safe (GRAS) approval in the US market. This distinction from the US Food and Drug Administration (FDA) qualifies the sweetener’s placement in SweeGen’s stevia portfolio.