PureCircle to help eliminate 250 bn calories from Indian diet by 2020

PureCircle, a leading producer of great-tasting stevia ingredients for the global beverage and food industry, on Tuesday announced that it is committing to help Indian companies reduce 250 billion calories in the Indian diet by 2020.

Rising obesity and diabetes rates are increasing concerns of health practitioners, government agencies and responsible companies in India.

Moreover, the World Health Organization (WHO) estimates that one person in 11 (422 million worldwide) has diabetes and predict that by 2030, diabetes will be the 7th leading cause of death.

As a plant-based, zero-calorie, sustainable and great-tasting sweetener, stevia has achieved wide global acceptance. PureCircle has invested significant funds and resources into the research and development of stevia as the next global, natural sweetener.

"Ever increasing consumer desire for a natural ingredient and 'clean' labels have contributed to the world-wide growth of Stevia leaf extract. Stevia has no calories and has zero glycemic index and our extensive research has shown stevia is safe for all populations. Extensive safety and metabolism studies conducted by the scientific community and reviewed by major authorities led to the approval of stevia leaf extract, and supports stevia's role in a healthy lifestyle," said VP, Global Scientific and Regulatory Affairs, PureCircle, Dr. Sidd Purkayastha.

"Unlike artificial sweeteners like sucralose, aspartame or saccharine, stevia leaf extracts come from a plant. Stevia or Meethi Tulsi or Madhu Patra as it is called by Indian farmers is an ideal sweetener for Indian consumers to control calories without compromising great taste. India is a major part of our global calorie footprint. We are confident that by 2020 we will be able to help India to cut down 250 billion calories from Indian diet," said senior director and head of south Asia, PureCircle, Ajay Chandran.

Stevia is used as a sweetener in more than 16,000 foods and beverages around the globe today, including soft drinks, juices, waters, flavored milks, yogurts, baked goods, cereals, salad dressings, sauces, confections, tabletop sweeteners and more.

When used correctly this non-nutritive sweetener can help achieve personal as well as public health goals to reduce calories and sugar intake, and improve overall health.