Plant-based sweetener maker PureCircle is expanding its European presence with the opening of a new European headquarters in London.

The firm has also signed a UK distibution agreement with Prinova Europe, which provides ingredient and flavour solutions to the food, feed and wellness industries.

President of PureCircle's Commercial Division, Jordi Ferre, said: "We are pleased to take another important step by establishing PureCircle's new business entity in the UK.

"Our direct UK presence will enable us to partner with customers across Europe. Sales, marketing, and application support will all be available through the UK operations further demonstrating PureCircle's industry leading ability to provide solutions to customers throughout product development stages."

The country's French division, which has led the EU with a temporary approval for high purity stevia sweeteners, has experienced early market adoption in the low calorie sweetener category. Similar activity is anticipated across Europe, including the UK which is one of the largest markets for sweeteners in Europe.

PureCircle's UK reach will be further extended through the new distribution agreement with Prinova which builds on the existing successful distribution relationship the two companies have already established in the US market, the company added.

NR

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