PureCircle could be winner in Pepsi v Coca-Cola stevia wars

PureCircle could be winner in Pepsi v Coca-Cola stevia wars
By Sarah Hills, 06-Aug-2008
Breaking News on Food & Beverage Development - North America

As both PepsiCo and Coca-Cola gear up to launch beverages sweetened with stevia, it could be that their common supplier, PureCircle, is the real winner in the race to be first to market.

PureCircle, a Malaysian company has just signed long-term contracts to supply PepsiCo and its partner the Whole Earth Sweetener Company with its all-natural, zero-calorie sweetener, Reb-A, under the PureVia brand. In addition, it has been granted an exclusive license to market Reb-A as PureVia as long as there is no conflict of interest, according to Peter Milsted, sales and marketing director at PureCircle.

This is on top of PureCircle’s contract to supply Cargill, which teamed up with Coca-Cola to develop their own stevia-derived product called Truvia in response to strong consumer demand for low-calorie products.

The beverage giants are preparing to launch drinks sweetened with stevia, which is permitted for sale in the US as a dietary supplement on the basis of its low glycemic index, but is yet to be generally recognized as safe (GRAS) by the US Food and Drug Administration (FDA) for use in beverages.

However, Milsted told FoodNavigator-USA.com: “We are absolutely assuming that this product will be free to use in the USA from here on in.

“We supply high purity Reb-A both to Cargill and to PepsiCo. We started off with an exclusive contact with Cargill. That ended a few weeks ago. We have extended the contract for a further length of time on a non-exclusive basis.

He explained that it had been the company’s strategy initial to be a “market maker as oppose to being part of somebody’s supply chain”.

Milsted said that Cargill was happy to accept the change in contract as long as it was assured of continued supply, which reflected PureCircle’s ability to “supply consistently and at serious volumes”.

Likewise, he claimed that PepsiCo was happy for PureVia to be exploited as widely as it can, as long as it wasn’t used in areas of competition, such as similar drinks.

And he predicts that other companies will follow their lead and use Reb-A as a sweetener.

Milsted said: “We aim to carry on and make the investments that we have made already in our supply chain and are continuing to make, and that they lead to large contracts with large suppliers.

“We are talking pretty much with every food and beverage manufacturer that anybody has every heard of and the interest is strong and genuine.”

Supply volumes

In November PureCircle said it would float on London's AIM in a bid to raise $50m to expand Reb-A (Rebaudioside-A) sweetener production and secure an advantage in anticipation of an explosion in demand.

The company said at the time that global annual consumption of sugar and all other sweeteners was an estimated 150m tonnes. PureCircle's Reb-A accounted for just 0.2 per cent of this volume (0.3m tonnes).

The company owned a 55 per cent stake in a subsidiary called Ganzhou Julong, which is involved in large-scale stevia plantation and production of crude extracts. PureCircle believed its capacity for crude stevia extraction was the largest in the world at 1000 tonnes of crude extract are produced per annum.

By the end of this year it predicted that it would increase this to 3000 tonnes per annum.

Stevia market

Reb-A is the sweetest, purest part of the leaf from the South American stevia plant, which is approximately 200 times as sweet as sugar.

The US market for stevia is estimated to be worth about $60m, a figure analysts say could triple if FDA GRAS is granted. Currently the biggest markets for stevia are Japan and Korea.

Whole Earth, a subsidiary of Merisant Company, has submitted a notification and supporting scientific data to the US Food and Drug Administration (FDA) that PureVia is generally recognized as safe (GRAS) for use in beverages, foods and tabletop sweeteners.

The US's largest supplier of stevia, Wisdom Natural Brands, announced in June that it is launching the natural sweetener beyond the dietary supplements aisle for the first time, after having self-affirmed its version of stevia - Sweet Leaf - as GRAS. It said at the time that the ingredient will be available in a soda or food products by the year’s end.

Coca-Cola and Cargill also recently published science backing their ingredient, Truvia.

Last week PepsiCo told FoodNavigator-USA.com that it would prefer to wait for FDA approval before bringing PureVia to consumers in the United States. But it will debut in a new nutritionally enhanced PepsiCo beverage called SoBe Life, to be launched in Latin America, starting with Peru next month. It will then be rolled out globally.

Stevia and Diabetes

Stevia and Diabetes

From SteviaInfo.com - 2008-10-27

The figures are alarming by any measure.

Nearly 24 million Americans have diabetes, an increase of over 3 million in just two years. That translates to about 8% of the U.S. population that is affected mainly with Type 2 diabetes. Even more alarming, roughly 57 million people are pre-diabetic, a condition where blood glucose levels are higher than normal but not yet to be classified as diabetic.

Diabetes is a disease wherein the body does not produce or use insulin properly. Type 1 Diabetes is when the body does not produce insulin, the hormone needed to convert sugar (or glucose) and starches into energy for use. Type 2 Diabetes, the most common form, is when the body does not produce enough insulin. Type 2 Diabetes is worsened by obesity, lack of exercise and a poor diet. There are no known cures for diabetes.

Voluminous studies have linked diabetes and heart disease and its attendant complications such as stoke, hypertension, high cholesterol and heart attacks. The most severe complications also include blindness, kidney failure, nervous system damage, lower limb amputations and diabetic coma.

This social epidemic also carries a heavy economic burden. The American Diabetes Association reported that as of 2007, the total annual economic cost of diabetes was estimated at $174 billion. Medical expenditures were estimated at $116 billion, including $27 billion for direct diabetes care and $58 billion for complications arising from diabetes. A person with diabetes spends $13,243 yearly in health expenses to manage this disease.

Despite the daunting statistics, diabetes is preventable or can be delayed. The single greatest factor that can prevent the onset of diabetes is lifestyle modification. That means people who lose weight, exercise regularly, and maintain a proper diet can delay or even prevent the onset of diabetes.

The key to managing diabetes is control of blood sugar, or glucose levels. Controlling what the body takes in can have a significant effect in regulating the blood sugar. The latest research shows that carbohydrates affect blood sugar levels the same way. So it is not the type of sugar per se, but the number of carbohydrates in the food that matters.

It is not a sin to crave for sweets. The practical solution for diabetics is to use calorie-free sugar substitutes that contain no carbohydrates. Calorie and carbohydrate-free sugar substitutes will not raise blood glucose levels. Artificial sweeteners help people regulate sugar intake by metabolizing energy more slowly, ensuring more stable blood glucose levels. However, despite containing artificial sweeteners or a “Sugar-free” seal, some foods can still affect blood glucose because of other carbohydrates in the food.

Studies have shown that artificial sugar substitutes may also disrupt with the brain’s ability to discern sweetness and calories. These sugar substitutes interfere by making the body unable to count calories based on sweetness, thus making people more likely to overindulge. So, ironically, artificial sweeteners could be helping obese people gain more weight.

Of all the natural sugar substitutes, the South American herb stevia presents the best case against artificial sweeteners. First, it is natural, native to Paraguay and used by the Guaraní Indians as a natural sweetener for centuries. Now, stevia is cultivated in Central and South America, Mexico and East Asia including China. Second, over 200 extensive studies have been conducted on this herbal sweetener attesting to its safety, non-toxicity and ability in managing diabetes.

Stevia was discovered to have anti-diabetic properties such as helping to lower and control blood sugar levels and improve muscle tone. Stevia does not affect blood pressure or increase the levels of blood sugar. In fact, a Brazilian study noted a decrease in blood sugar levels of people who took stevia. The key benefit of stevia is it stimulates the release of insulin and normalizes blood glucose levels. It can also be used as a therapy to hyperglycemia and has demonstrated anti-microbial, antibacterial and anti-yeast activity.

Japan is the largest consumer of stevia with annual consumption worth $200 million, or 40% of the sweetener market. Stevia was introduced in Japan in 1970. Australia, New Zealand and Canada have recently approved stevia as a dietary supplement. Malaysia, Indonesia, Russia, Korea, Germany and China have been huge stevia consumer for years. Latin American countries apply stevia to help regulate glucose levels in Type 2 diabetes.

In the United States, the Food and Drug Administration classify stevia as a dietary supplement.

Stevia can help meet sugar demand

Stevia can help meet sugar demand
From The Financial Express - 2006-06-03

Stevia, a kind of herbal plant which is widely used as an alternative to sugar in many developed countries like Australia, Canada, China, Japan and the United States (US) for a long time, can help meet country's growing demand for sugar, an expert said.

The scientific name of the herbal plant is 'Stevia Serrata' and family name being 'Asteraceae'. It is sometimes known as sweet leaf or 'Chinipata'.

Talking to the news agency, herbal scientist Alamgir Mati said the compound made of stevai leaf is 300 times sweeter than our common sugar.

Elaborating the quality of the plant, he further said 5gm stevia leaf contains the same power as it exists in 1.0 kg of sugar. Mati also said 1.0 kg of sugar is being sold now at Tk 65 while it takes at best only Tk 5.0 to produce 5gm stevia.

"Being an agro-based country, Bangladesh could easily cultivate the plant in its vast 'char' lands as it grows well in open space having regular sunlight," he added. "After 60 days of cultivation, the leaf of the plant can be harvested and be turned into granules like that of sugar", said the herbal expert.

The renowned herbal expert said the stevia granules could be used in making bread, lozenge, biscuit and sweetmeat like sugar.

Alamgir, who is now working with the plant, said "If the country's vast char areas are brought under Stevia cultivation it can help reduce the import of sugar side by side help create job opportunities for a large number of unemployed youths.

Describing medicinal quality of the plant, the herbal expert said it has no side effect as an alternative to sugar. Rather, it reduces blood pressure risks of the obesity and diabetic patients because it contains low- carbohydrate.

The expert urged the government to take effective measures for the cultivation of the plant, especially in the backdrop of fall of sugar production in Bangladesh.

Stevia used as a sugar substitute

Stevia used as a sugar substitute
by Dr. Rachel Roberts Oppitz
From Billings Gazette - 2005-09-25

Dear Dr. Oppitz: So if sugar and artificial sweeteners are out, are there natural sweeteners available? - D.D., Billings

Stevia (Stevia rebaudiana Bertoni) is a small shrub native to Paraguay; it also grows in China, Brazil and Argentina.

Its leaves contain compounds called glycosides, which are 200 to 300 times sweeter than sugar. In its unprocessed form, stevia is highly nutritious, containing such vitamins and minerals as magnesium, niacin, zinc, calcium, phosphorus, chromium, potassium and vitamins A and C. The leaves also contain fiber, protein and at least 100 phytonutrients.

Stevia has been used throughout the world as a sweetener for centuries. In Japan, stevia holds approximately a 52 percent share of the sweetener market, which includes sugar. In the United States, stevia is sold strictly as a dietary supplement and not as a sweetener.

People in Japan, China, Israel, Brazil, and Paraguay use stevia as a sweetener and for a variety of medicinal purposes, from healing wounds to aiding digestion. Stevia does not promote cavities and may retard the growth of bacteria. Because the human body does not metabolize the sweet glycosides - they pass right through the normal elimination channels - the body obtains no calories from stevia; therefore it is safe for diabetics and hypoglycemics in its pure, unadulterated form. For people with blood sugar, blood pressure or weight problems, stevia is the most desirable sweetener.

Why, then, is stevia not a common feature of restaurants and homes in the U.S.? Although most research conducted in Japan in the '70s and '80s showed no evidence it might be carcinogenic, the Food and Drug Administration has designated stevia and its extracts as "unapproved food additives." The implication is "use at your own risk."

Stevia advocates insist efforts to keep it out of the mainstream merely reflect lobbying by the sugar and artificial sweetener industries. They reason that centuries of use by South American tribes and 50 years of use by worldwide consumers are testimony enough to the safety of stevia.

Stevia is commercially available in three forms: Dried leaves, powdered extract and liquid extract. Stevia can enhance the effect of other sweeteners such as honey and maple syrup, so adding it to recipes can help reduce the amount of sweetener needed.

Unlike artificial sweeteners, sweet glycosides do not break down in heat, which makes stevia an excellent sweetener for cooking and baking. Using stevia requires some experimentation; too much can leave an overpowering aftertaste, while too little produces almost no sweetness.

Plant source, extraction process and the presence of fillers can affect stevia's taste, sometimes creating a bitter flavor. In the powdered and liquid forms of stevia, fillers such as maltodextrin are added, reducing sweetness.

Consumers looking for a sweetener with no calories and which doesn't alter blood sugar levels will probably prefer the white stevioside powder. However, consumers who also want health-restoring benefits will want premium quality leaves or water-based stevia extract.

Stevia in liquid form makes it easier to sweeten cereals and drinks such as tea, smoothies or lemonade. Stevia liquid can be made at home by adding 1/4 teaspoon stevioside to one ounce of water.

To replace sugar in recipes, substitute one cup of sugar with 1 1/2 to 2 teaspoons of ground stevia leaves or 1/4 teaspoon stevioside. Other ingredients in the recipe may need adjustment.

For more recipes, refer to "The Stevia Cookbook," by Ray Sahelian or "Baking with Stevia I&II," by Rita DePuydt. Additionally, I have included recipes using stevia and a sugar/stevia conversion table at our Web site at www.yncnaturally.com.

Rachel Roberts Oppitz, ND, is a resident at Yellowstone Naturopathic Clinic. She completed pre-med at Gustavus Adolphus College in St. Peter, Minn. She received her doctorate of naturopathic medicine from the National College of Naturopathic Medicine in Portland.

Stevia - Healthy and Sweet

Stevia - Healthy and Sweet
by Jane Shephard
From HealthyChild.com - 2005-04-21

Wouldn’t it be great to have a completely non-toxic sweetener that does not raise blood sugar levels, has no calories, may help prevent cavities, and is much sweeter than sugar so you need less? Well, we do have such a substance, and it’s available from herbalists and at health food stores. This wonderful, little known herb is called stevia.

Stevia Rebaudiana is an herb that grows wild in Paraguay and Brazil. It is much sweeter than sugar (10-15 times sweeter) and does not have the unhealthy disadvantages that you get with sugar. The refined extracts of Stevia (steviosides) may be 200-300 times sweeter than refined sugar. It has been thoroughly tested around the world and found to be completely non-toxic. It has been used to sweeten foods and beverages for centuries. Stevia is a safe, all-natural alternative to sugar and artificial sweeteners.

When tested by Purdue University’s Dental Science Research Group, they concluded that “stevioside is both fluoride compatible and significantly inhibits the development of plaque, thus stevia may actually help to prevent cavities”.

Raw stevia contains a wealth of phytonutrients and volatile oils. However, the nutritional benefits are minimal considering the quantity that is typically consumed. Since the extracts are more refined, they will contain even less. So you can’t expect to get nutritional benefit from stevia, but unlike refined sugar, stevia won’t drain the body of important nutrients.

Stevia can be used to replace sugar in drinks, baking and cooking. It is a good idea to experiment with different quantities. Keep in mind that the high stevioside extracts (200-300 times sweeter) should be used real sparingly. The herbal powder is 10 to 15 times sweeter.

Actually, this wonder herb does have one drawback. It does not caramelize like sugar does, so if you need to have this effect, don’t use stevia. But if this is the only problem with stevia, it may be worthwhile to try it as a replacement to the sugar in your kids’ food. Shop for it at your local natural foods store.

Could stevia be the answer to diabetes treatment?

Could stevia be the answer to diabetes treatment?
by Patrick B. Massey, M.D
From Daily Herald - 2002-05-20

Diabetes is one of the fastest growing diseases in this country, especially in the adult population. People with the disease often are prone to high blood pressure, vision changes and decreases in arterial blood flow, which can lead to heart disease or stroke.

There are many reasons for the explosive increase in diabetes, among them obesity, sedentary lifestyles, genetics and, to some degree, sugar consumption. In the United States, the average person consumes more than 120 pounds of sugar each year.

Humans seem to be born with a sweet tooth. This has spawned a multibillion-dollar industry for the development of sugar alternatives.

Interestingly, nature has provided a sugar substitute called stevia. Wild stevia is a perennial shrub native to the Amambay mountain region in Paraguay. It has been used for centuries by the natives as a sweetener and in the 1800s was "re-discovered" and used throughout Latin America. In 1931, stevioside was isolated as the active part of the stevia leaf. The Japanese use it and today it accounts for about 41 percent of their total artificial sweetener market.

Stevia has some very interesting properties. It has no calories but has actions similar to several currently used medications. It stimulates the release of insulin and normalizes the response to glucose, especially in type 2 diabetes. It is used in Latin America as an inexpensive therapy for hyperglycemia.

In good medical studies, regular consumption of stevia also reduces high blood pressure without reducing normal blood pressure. Medical publications have shown that it affects calcium transport in a way that is similar to a class of drugs called calcium channel blockers (like verapamil), which commonly are used to treat high blood pressure. In laboratory animals, stevia also can induce diuresis or water release, similar to diuretics also used to treat high blood pressure.

One study even showed that stevia could prevent infection by the rotovirus, a common viral infection among school-age children.

There are claims that stevia can help skin conditions and stomach problems and enhance immunity, but these have not been examined by the medical community. Raw leaves might be contaminated by bacteria and fungi and I do not recommend their use.

I am a proponent for the study, development and use of natural products for many chronic diseases. The few products we have ever examined seem to be safe, effective and inexpensive. They also do wonders for agricultural economies. Stevia seems to do the work of at least four medications at a fraction of the cost and, possibly, with fewer side effects. It would be interesting to directly compare stevia with currently used oral diabetic medications.

Patrick B. Massey, M.D., Ph.D., is medical director for alternative and complementary medicine for Alexian Brothers Hospital Network.

Natural Sweetener Stimulates Insulin Production

Natural Sweetener Stimulates Insulin Production
From DiabetesNet.com - 2000-03-05

A natural sweetener used for centuries by Indians in Paraguay and Brazil to treat diabetes has now been shown to stimulate insulin production in mice. How it does this is not understood.

The sweetener, stevioside or stevia, and one of its components, steviol, were found to enhance insulin secretion from incubated mouse islet cells when glucose levels were raised. The amount of insulin produced was dependent on the amount of glucose. To see if stevioside and steviol also affected beta cells, INS-1 cells were examined. These two sweeteners also enhanced insulin production from these beta cells.

The conclusion tentatively drawn from this research reported in the journal Metabolism is that stevioside and steviol may have potential for use as a diabetes drug to lower high blood sugars in people with Type 2 diabetes.

Does Sugar Give You Wrinkles?

Does Sugar Give You Wrinkles?
by Victoria Kirby
From Harpers Bazaar - 2006-02-01
Victoria Kirby explores the latest finding on how sweets can accelerate aging

How can sugar affect the skin?

When you eat a diet rich in sugar and other high-glycemic starchy carbohydrates (breads, potatoes, baked goods, pastas, desserts, and soads), the foods rapidaly convert to glucose in your bloodstream. An overload can trigger a reaction called glycation, in which the excess sugar molecules attach themselves to collagen fibers, which in turn lose strenght and flexibility, so skin becomes less elastic and more vulnerable to sun damage, lines and sagging. Sugar and starchy foods can also spike your blood-sguar levels and interact with cells to produce harmful wastes known as advanced glycosylation end products--approximately abbreviated AGES--which increase inflammation in the body, further damaging cells, collagen and elastin. (Worth noting: Though experts stand behind these claims, theere have been no controlled human studies to date showing the effects of sugar on the skin.)

Could all forms of sugar contribute to wrinkles?

Yes, but some docctors say only when it is consumed in excess. However, "any amount of sugar and starch can cause a spike in your blood sugar, which will result in glycation," says Nicholas Perricone, M.D., a New York dermatologist who has resarched the link between sugar and aging. To reduce glycation, Perricone suggests "eating low-glycemic carbohydrates and having your protein first." For a quick sweet fix, munch on fruit--"its fiber helps slow the body's absorption of the sugar, which prevents a surge in glucose levels and curbs cravings. But have some protein beforehand" to avoid a sharp increase in blood sugar. Be wary of other "natural" sweets, such as honey, maple syrup, and pure cane sugar, which rapiidly metabolize and may lead to glycation.

What foods should you cut back on to try to stay young looking?

Processed carbohydrates, starches and sugar-based foods, which include everything from candy to chips to cakes, says David Orentreich, M.D. (212-606-0800), a Manhattan dermatologist who consults for Clinique. "These are refined foods that metabolize quickly, leading to excess blood sugar," he explains. Up your intake of fiber and protein, both of which decrease the rate at which your body absorbs sugar.

How much sugar is too much?

Some say no more than six to ten teaspoons per day, rougly the equivalent of an eight-ounce cup of ice cream. To find out how much you're consuming, check the nutrition-facts label on food and drinks. Sugar content is listed under "total carbohydrates" and is measured in grams; four grams equal one teaspoon. Pay attention to serving sizes, multiply the amount of sugar accordingly.

Are artificial sweeteners better?

Not necessarily, warns Perricone: "While they do not trigger glycation, we don't know their effects on the body." For sugar substitutes he recommends natural alternatives such as agave and stevia--a no calorie herb with a sweet taste, sold in health food stores--since they will not raise glucose levels.

How can you control your tough sugar cravings?

Orentreich cautions against food labeled fat-free. They are usually high in sugar and calories and don't satisfy the hunger for sweets as much as a small portion of something with fat. "Fats burn slowly, giving you a sense of satiety that lasts longer," he notes. Perricone advises occasionally indulging in a half cup of natural ice cream after a meal, when the absorption of the sugar will be slower.

Stevia & Celery Lower Blood Pressure

Stevia & Celery Lower Blood Pressure
by Chris Gupta with Dr. Hing Hua Tsang
From New Media Explorer - 2006-03-20

"A 1-year double-blind study of 106 individuals given stevia extract found evidence of a significant reduction in blood pressure beginning at 3 months*. In the treated group, the average blood pressure at the beginning of the study was about 166/102. By the end of the study, this had fallen to 153/90. In contrast, no significant reductions were seen in the placebo group."

"According to Chinese theory, celery is effective for hypertension because it acts upon the liver; one type of hypertension is associated with the liver. In Mainland China, celery juice was useful in reducing hypertension in 14 out of 16 patients. The juice was mixed with equal amounts of honey and about 8 ounces was taken orally three times each day for up to 1 week. Fresh celery juice can be mixed with vinegar to relieve dizziness, headache and shoulder pain associated with hypertension. In cases of hypertension of pregnancy and climacteric hypertension, drink fresh celery juice every day."

Here is another example of food as medicine.....

"Since prescription drugs that lower blood pressure do have side effects - some of them risky and unpleasant - it is important to always begin with natural methods. If you are taking drugs for high blood pressure, your health care provider should be monitoring you regularly and should have a goal of getting you off the medication if possible. If you are already taking drugs to lower blood pressure, it is important not to take herbs that directly lower blood pressure such as hawthorn, without checking with your health care provider. Your blood pressure should be monitored while making the necessary reduction in your medication."

• Maintain a healthy weight.
  
• Got some moderate exercise at least 30 minutes every day or 45 minutes three to four times a week.
  
• Reduce stress - cut down your commitments, getting more sleep, regular exercise and make more time for recreation. Practice stress-reduction techniques (biofeedback, self-hypnosis, music yoga, meditation)
  
• Eat a low bad-fat, high good-fat, low-sodium, low sugar diet emphasizing fresh fruit and vegetable, grains and plenty of fiber. Eat more potassium-rich foods (such as potato, avocado, cooked lima beans and banana). Fresh celery (four stalks a day has been known to significantly reduce blood pressure-try drinking a carrot/celery juice mix daily), garlic, Onions, Cold water, deep sea fish (mackerel, sardines, salmon, herring for Omega - fatty acid), cook with unrefined coconut, palm, organic butter (instead of vegetable oils or commercial butter).
  
• Avoid refined, packaged and processed foods.
  
• Limit alcohol consumption to two drinks per day or less.
  
• Avoid coffee.
  
• Stop smoking.
  
• Avoid drugs that raise blood pressure. Avoid any supplement containing ephedrine which cause hypertension and stroke.
  
• Drink plenty of clean water (till the colour of your urine is pale yellow)
  
• Stevia instead of sugar. A 1-year double-blind study of 106 individuals given stevia extract found evidence of a significant reduction in blood pressure beginning at 3 months*. In the treated group, the average blood pressure at the beginning of the study was about 166/102. By the end of the study, this had fallen to 153/90. In contrast, no significant reductions were seen in the placebo group.
  

* Chan P, Tomlinson B, Chen YJ, et al. A double-blind placebo-controlled study of the effectiveness and tolerability of oral stevioside in human hypertension. Br J Clin Pharmacol. 2000;50:215–220

Calorie-free stevia's 11-year war with FDA

Calorie-free stevia's 11-year war with FDA
By Erida Orden
From Newsday - 2006-05-02

To many people these days, simply sweetening a cup of coffee is practically akin to picking a poison. Sugar or honey? Too many calories. Equal or Nutrasweet? Too many health risks, especially given recent reports detailing diet soda's dangerously high levels of the cancer-causing compound benzene.

So to the sweet-toothed consumer, the increasingly popular, all natural, calorie-free substance called stevia sounds too good to be true.

And to the U.S. Food and Drug Administration, it is.

For the past 11 years, while artificial sweeteners like Splenda, Equal and Nutrasweet have dominated the diet-conscious market, the stevia industry and the FDA have been at odds over whether the additive poses health risks.

But with sales of the plant-based substance, indigenous to South America, growing rapidly in the past few years, stevia's sticky situation is creating an increasingly complex marketplace for consumers, manufacturers and retailers.

FDA hard to convince

Though the stevia industry promotes it as the only natural, no-calorie way to sweeten foods and drinks and denies any health risks, citing the heavy use of the substance in Japan since the 1970s without any major reported safety concerns, the FDA isn't convinced. Since 1995, the FDA has banned the use of stevia as a sweetener, approving it only for use as a dietary supplement because "available toxicological information on stevia is inadequate to demonstrate its safety as a food additive or to affirm its status as GRAS [generally recognized as safe]."

But consumers looking for alternatives to sugar and to chemical sweeteners keep snapping it up.

In recent years, the consumption of stevia, which is sold in powder, tablet and liquid form and has a slightly bitter taste, has ballooned. Sales of stevia in the United States reached about $45 million in 2005, up nearly 25 percent from the previous year's sales, according to the Nutrition Business Journal, an industry guide to market research. Once limited to obscure health food stores, stevia can now be found at Trader Joe's stores, Whole Foods and King Kullen stores across Long Island.

A well-kept secret

But despite its growing consumer base, stevia's long-term prospects are severely limited under FDA regulations. For one thing, most consumers know little to nothing about the plant derivative because government regulations prevent even retail outlets from explaining much about the substance. Even diabetics, sweetener-savvy consumers and potentially some of stevia's most devoted fans, aren't sure what to make of the product. While nutritionists, including those who have worked in conjunction with the American Diabetes Association like Virginia-based consultant Robyn Webb, recommend stevia to diabetics as a safe way to sweeten foods and drinks, the ADA refuses to endorse it because it looks to the FDA for dietary guidelines.

And while stevia distributors are pleased with the recent growth of their industry, some worry about the future of their marketplace.

"The true growth is in food processors putting it in food products, and that will only come when the FDA approves it," says Warren Sablosky, 52, president of NuNaturals, an Arizona-based stevia distributor that sells pure extract to Wild Oats and Whole Foods Markets. "A lot of big food producers don't want to sit on the legal line."

But some have taken the plunge. In January 2004, Steaz, a Pennsylvania-based natural soda manufacturer, introduced a diet line made with stevia rather than aspartame or Nutrasweet. To comply with the legal guidelines, the company can't market it as a soda or even as a beverage (it calls the product a dietary supplement) and must list "supplement facts" rather than "nutrition facts" on its back label.

Sales on the rise

But for Steaz, the marketing maneuvering was worth the trouble. The company's diet black cherry flavor is now its top-selling item at national grocery chain Wild Oats, and sales of the diet line have increased 200 percent over each of the past two years, according to Eric Schnell, 35, co-founder of Steaz. "The natural community has embraced the brand," Schnell says.

Still, the general public, even consumers wary of artificial sweeteners, may not be quite as quick to make the switch.

Market Spotlight on Alternative Sweeteners

Market Spotlight on Alternative Sweeteners

From Forbes.com - 2008-02-08

NEW YORK (AP) - A new no-calorie alternative sweetener made from the leaves of a South American plant has created something of a sugar high in the food and beverage industry.

But it remains to be seen whether the Federal Drug Administration, which has historically raised safety concerns about using the plant as an additive, will ruin all the fun.

The sweetener, named Rebiana, is now being developed through a partnership between agricultural and industrial powerhouse Cargill Inc. and beverage giant Coca-Cola Inc.

The sweetener is made from the leaves of an herb called stevia. Since the sweetener is an 'all natural' alternative to more processed alterna-sugars like Splenda and Equal, the companies hope it will appeal to health-conscious consumers looking to cut calories without adding chemicals.

Industry watchers have been cautiously enthusiastic about the sweetener since Cargill announced its development last year.

Lyn Nabors, president of the Calorie Control Council, said a large percentage of consumers who use alternative sugars want more of them and would be interested in a more natural product.

Stevia, she said, 'is perceived as natural,' Nabors said. 'There's certainly a demand in this country for something natural.'

The companies hope to garner that corner of the market by using the sugar substitute in foods and beverages, starting with Coca-Cola beverages.

But it may be some time before consumers can buy any Rebiana-based products. Stevia-based sweeteners are already widely used in products in Japan and South Korea and are available as a nutritional supplement in the U.S. But stevia's use as an additive -- whether under the Rebiana name or not -- has yet to be approved by the Federal Drug Administration, and that's by no means a sure thing.

FDA spokesman Kimberly Rawlings declined to comment on the prospects for Rebiana's approval, saying only that stevia is considered 'an unapproved food additive' and cannot be promoted as a sweetener.

Cargill and Coca-Cola aren't the first to ask the FDA to approve stevia's use in foods and beverages. In 1991, the American Herbal Products Association submitted a petition to the agency asking it to conclude that stevia is generally accepted as a safe product. That petition was turned down.

Then in August, the FDA sent a warning letter to Hain Celestial in relation to its Zingers To Go Tangerine Orange Wave Herb Tea, which contained stevia as one of its ingredients.

In the letter, the FDA said it could not approve the use of stevia in the tea since 'data and information necessary to support the safe use have been lacking.'

'In fact, literature reports have raised safety concerns about the use of stevia, including concerns about control of blood sugar, and effects on the reproductive, cardiovascular and renal systems,' the FDA said in the letter.

Read the complete article on Forbes.com:-
http://www.forbes.com/markets/feeds/afx/2008/02/08/afx4634988.html

Losing Weight with a Stevia Diet

Losing Weight with a Stevia Diet
From SteviaInfo.com - 2008-03-28

For years we’ve been told that reducing our food intake and proper exercise will help us lose weight. However, more and more we are seeing diet plans that recommend cutting down on our sugar intake to reduce not only our weight but our chances of developing diabetes symptoms. Diets such as the Hypoglycemia/Low Sugar Diet, the No Flour, No Sugar Diet, and others are forcing us to take a look at our overall sugar consumption.

It has long been accepted that we consume far too much sugar, in our coffee, our soft drinks and certainly in our desserts. Today, we have hundreds of options for low calorie sweeteners, including Stevia.

Stevia is one of the newer ‘sweeteners’ that is known as a sugar substitute that is available today. The extracts of Stevia (which is created from a group of herbs and shrubs) is widely known for having more than three hundred times the sweetness of sugar, making it an attractive alternative for a sweetener for many, especially those who suffer with diabetes.

If you are searching for an alternate sweetener to compliment your diabetes routine, to cook with more natural sweeteners or if you’re diet calls for a reduced or no sugar diet, Stevia could be the answer for you! Unlike aspartame and other non-sugar sweeteners, Stevia has a distinct benefit of not only being calorie and carbohydrate free, but is also natural – it’s not manufactured – it does take some processing but isn’t laced with chemicals.

With the ever growing concern that we’re becoming an overweight society, more and more ‘sugar free’ diets are coming onto the market. You’ll find fat and sugar free diets, gluten and sugar free diets, and there is even evidence that a diet that is low in sugar and carbohydrates will reduce our risks of developing cancer. The American Diabetes Association says that all of us should do a better job of monitoring our sugar intake, leading to a potential drop in blood sugar, to help ensure we do not develop Type 2 Diabetes which has serious other health risks in addition to a potential lifetime of care.

As a society, we are far behind our counterparts – Asian countries including China, Korea, Taiwan, Thailand and Malaysia have been using Stevia for many years. Japan has been using Stevia as an alternate to saccharin and other artificial sweeteners since the early 1970’s and today, consumes more Stevia than any other country in the world.

While the use of Stevia in the United States is limited, it is currently sold only as a supplement – it is currently in the hands of the FDA being placed there by Coca Cola and Cargill – it is anticipated that it could gain approval as a food supplement in both the United States and Canada as well.

For those who are concerned about their sugar intake, Stevia allows us the option of having a sweetener that is all natural rather than one of the more chemical sweeteners that so many of us depend on today.

Taking advantage of Stevia is a sensible way to maintain our weight, enhance our weight loss plan and allows us to better control our sugar intake as is recommended in so many of todays popular diet plans.

Can Stevia be used by diabetics? What are its advantages?

Can Stevia be used by diabetics? What are its advantages?

Stevia is a sweetener that in effect is similar to saccharine and can be used in the same way as other artificial sugar substitutes. The advantage of stevia is that it has a natural source and it seems to be non-toxic. It is surprising that it is not used more frequently in view of its safety. It has not gained recognition in the USA although experience in Japan is very favourable. It is worth trying with careful monitoring of the response in patients with diabetes.

10 January 2006,

Answered by:
Dr. Irwin Ziment
Professor of Medicine,
University of California Los Angeles (UCLA),
USA

all about stevia

All About Stevia

Stevia is the world’s only all natural sweetener with zero calories, zero carbohydrates and a zero glycemic index. Harvested from a plant in the daisy family, stevia provides a truly delicious and healthy alternative to sugar or chemical sweeteners. The sweet part of the stevia herb is extracted and converted into an intensely sweet powder. This sweet powder is then blended with other all-natural ingredients to create the delicious and healthy sweetener.

Native people in Paraguay and other parts of South America have used stevia safely for centuries. More recently Stevia gained popularity as a sweetener for coffees and teas, but it can sweeten just about anything you like. Because it works so well in cooking and baking, you can easily substitute stevia for sugar in just about any recipe.

Since stevia has zero calories, zero carbohydrates and a zero glycemic index, it is perfect for individuals who cannot or would not like to have their blood glucose levels fluctuate at rapid levels. This includes those with diabetes, hypo/hyperglycemia and anyone looking to maintain a healthy lifestyle. The glycemic index, or GI, measures how fast a food will raise your blood glucose level. Choosing foods that produce zero fluctuations in blood glucose is an important component for long-term health and reducing your risk of heart disease and diabetes. By helping you reduce your calorie intake and glycemic index, stevia can be a significant contributor to any healthy weight loss plan.

Nutrition science supports this naturally sweet treat as a component of a healthy diet. The safety of stevia is well documented in over 200 published scientific studies. The herbal sweetener has been used for centuries by in South America and is gradually finding its way into the homes of millions around the world. Stevia leaves contain numerous all-natural nutrients that help regulate blood sugar, including chromium, magnesium, manganese, potassium, selenium, zinc, and vitamin B3(Niacin).

Stevia is found in consumer products across the world, particularly Japan, China and South America. Drinks, candies and gum sweetened with stevia are produced by most major food companies in Japan. In the United States you can stevia in dietary supplement items, protein drinks, energy bars and a wide range of teas.

Nature's Perfect Sweetener

Nature's Perfect Sweetener

Produced from a member of the daisy family, stevia is the world's only all-natural sweetener with zero calories, zero carbohydrates and a zero glycemic index. These attributes make stevia a good alternative to sugar or chemical sweeteners. Especially popular as a sweetener for coffees and teas, Stevia can also be used in cooking and baking, helping you reduce your calorie intake and stay healthy.

Native Americans in Paraguay have safely used stevia for hundreds of years, valuing the herbal sweetener not only for its delicious taste but also for its medicinal healing properties. Stevia has also been used extensively as a sweetener in Japan, where it has been the calorie-free sweetener of choice for more than three decades. Meanwhile the product continues to gain popularity amongst health conscious people in America, where it can be found in dietary supplement items, protein drinks, energy bars, aromatherapy steam showers and a wide range of teas.

History & Use

History & Use

The genus Stevia consists of 240 species of plants native to South America, Central America, and Mexico, with several species found as far north as Arizona, New Mexico, and Texas. Human use of the sweet species originated in South America. For centuries, the Guaraní tribes of Paraguay and Brazil used Stevia species, primarily S. rebaudiana which they called ka'a he'ê ("sweet herb"), as a sweetener in yerba mate and medicinal teas for treating heartburn and other ailments. The leaves of the stevia plant have 30–45 times the sweetness of sucrose (ordinary table sugar).

The Swiss botanist Moisés Santiago Bertoni first described the plant and the sweet taste in detail. But only limited research was conducted on the topic, until in 1931, two French chemists isolated the glycosides that give stevia its sweet taste. These compounds were named stevioside and rebaudioside, and are 250–300 times sweeter than sucrose, heat stable, pH stable, and non-fermentable.

The exact structure of the aglycone and the glycoside were published in 1955.

In the early 1970s, Japan began cultivating stevia as an alternative to artificial sweeteners such as cyclamate and saccharin, which are suspected carcinogens. The plant's leaves, the aqueous extract of the leaves, and purified steviosides are used as sweeteners. Since the Japanese firm Morita Kagaku Kogyo Co., Ltd. produced the first commercial stevia sweetener in Japan in 1971, the Japanese have been using stevia in food products, soft drinks (including Coca Cola), and for table use. Japan currently consumes more stevia than any other country, with stevia accounting for 40% of the sweetener market.

Today, stevia is cultivated and used in food elsewhere in east Asia, including in China (since 1984), Korea, Taiwan, Thailand, and Malaysia. It can also be found in Saint Kitts and Nevis, in parts of South America (Brazil, Colombia, Peru, Paraguay, and Uruguay) and in Israel. China is the world's largest exporter of stevioside.

Stevia species are found in the wild in semi-arid habitats ranging from grassland to mountain terrain. Stevia does produce seeds, but only a small percentage of them germinate. Planting cloned stevia is a more effective method of reproduction.

Availability

Stevia has been grown on an experimental basis in Ontario, Canada since 1987 for the purpose of determining the feasibility of growing the crop commercially. In the United States, it is legal to import, grow, sell, and consume stevia products if contained within or labeled for use as a dietary supplement, but not as a food additive. Stevia has also been approved as a dietary supplement in Australia, New Zealand and Canada. Since 2008 it is approved as a sweetener for food and beverages in Australia and New Zealand. In Japan and South American countries, stevia may also be used as a food additive. Stevia is currently banned for use in food in the European Union. It is also banned in Singapore and Hong Kong.

Rebiana is the trade name for a patent-pending, calorie-free, food and beverage sweetener derived from stevia and developed jointly by The Coca-Cola Company and Cargill. In May 2007, Coca-Cola announced plans to obtain approval for its use as a food additive within the United States by 2009. Coca-Cola has also announced plans to market rebiana-sweetened products in 12 countries that allow stevia's use as a food additive. The two companies are conducting their own studies in an effort to gain regulatory approval in the United States and the European Union. In May 2008, Cargill announced the availability of Truvia, a consumer brand of Rebiana. PepsiCo and the Whole Earth Sweetener Company also announced PureVia, their brand of stevia-based sweetener.

The U.S. ingredient firm Blue California claims to have developed an economical industrial production process for isolating Rebaudioside A, a sweet compound derived from stevia, using a "more economical and proprietary process". The company expects to go into industrial scale production in 2008. The isolation process for Rebaudioside A results in a product that delivers the desired sweetness without a bitter aftertaste.

Names in other countries

Both the sweetener and the stevia plant Stevia rebaudiana Bertoni (also known as Eupatorium rebaudianum Bertoni) are known simply as "stevia" (pronounced /ˈstɛviə/) in English-speaking countries as well as in France, Germany, Italy, Portugal, Israel, Norway and Sweden — although some of these countries also use other terms as shown below. Similar pronunciations occur in Japan (sutebia or ステビア in katakana), and in Thailand (satiwia). In some countries (India, for example) the name translates literally as "sweet leaf." Below are some names for the stevia plant in various regions of the world:

• Afrikaans-speaking countries: heuningblaar (honey leaf)
  
• China: 甜菊 (tian jü – sweet chrysanthemum), 甜菊叶 (tian jü ye – stevia leaf)
  
• Dutch-speaking countries: honingkruid
  
• English-speaking countries: candy leaf, sugar leaf, sweetleaf (USA), sweet honey leaf (Australia), sweet herb of Paraguay
  
• German speaking countries, also Switzerland: Süßkraut, Süßblatt, Honigkraut
  
• Hungary: jázmin pakóca
  
• India: madhu parani (Marathi), gurmaar (Punjabi), madhu patra (Sanskrit), seeni tulsi (Tamil), madhu patri (Telugu)
  
• Israel: סטיביה (sṭīviyyāh in Hebrew)
  
• Japan: アマハステビア (amaha sutebia)
  
• Portuguese-speaking countries: capim doce (sweet grass), erva doce (sweet herb, also a Portuguese term for fennel), estévia (Brazil), folhas da stévia
  
• Spanish-speaking countries: hierba / yerba dulce, estevia, ka´a he´ê (Guaraníes, Natives of Paraguay)
  
• Sweden: sötflockel
  
• Thailand: satiwia, หญ้าหวาน (ya wan, or sweet grass in Bangkok)
  

Source of Information from Wikipedia, the free encyclopedia

Stevia - The Sweet Leaf

Stevia - The Sweet Leaf

Stevia is a genus of about 240 species of herbs and shrubs in the sunflower family (Asteraceae), native to subtropical and tropical South America and Central America. The species Stevia rebaudiana Bertoni, commonly known as sweetleaf, sweet leaf, sugarleaf, or simply stevia, is widely grown for its sweet leaves. As a sugar substitute, stevia's taste has a slower onset and longer duration than that of sugar, although some of its extracts may have a bitter or licorice-like aftertaste at high concentrations.

With its extracts having up to 300 times the sweetness of sugar, stevia has garnered attention with the rise in demand for low-carbohydrate, low-sugar food alternatives. Stevia also has shown promise in medical research for treating such conditions as obesity and high blood pressure. Stevia has a negligible effect on blood glucose, even enhancing glucose tolerance; therefore, it is attractive as a natural sweetener to diabetics and others on carbohydrate-controlled diets. However, health and political controversies have limited stevia's availability in many countries; for example, the United States banned it in the early 1990s unless labeled as a supplement. Stevia is widely used as a sweetener in Japan, and it is now available in the US and Canada as a dietary supplement, although not as a food additive. Rebiana is the trade name for a stevia-derived sweetener being developed jointly by The Coca-Cola Company and Cargill with the intent of marketing in several countries and gaining regulatory approval in the US and EU. Truvia is Cargill's consumer brand of Rebiana-based sweetener, while PureVia is PepsiCo's brand of stevia-based sweetener.