Imperial Sugar, PureCircle Form New JV

Imperial Sugar, a marketer of refined sugar in North America and PureCircle, a producer of stevia products, have formed Natural Sweet Ventures, a North American joint venture.

The companies said that the joint venture will combine the natural benefits of both sugar and stevia to develop reduced-calorie natural sweet product solutions for the beverage and food industries.

According to the companies, Natural Sweet's product line will deliver benefits of pure cane sugar and stevia to manufacturers across North America through a portfolio including: liquid form, for the beverage industry as a liquid sweetener option; and crystallized form, for syrup, spray-on, dairy, and many baking and confection applications.

The portfolio will also include variety of calorie reduction levels, which will allow formulation to specific calorie levels that suit the application; and a sugar option with the added benefits of a lower glycemic index, no GMO (genetically modified organism), temperature and pH stable, and uniform dispersion of both sugar and stevia.

John Sheptor, president and CEO of Imperial Sugar, said: We are delighted to partner with PureCircle to develop a specialty product line for customers seeking lower calorie, natural sweetening solutions. Natural Sweet is a complement to Imperial's core sugar business and consistent with our strategy to expand value-added natural offerings.

This exclusive partnership gives Natural Sweet a technological advantage as we collaborate with customers to deliver products that meet their distinct needs.

Magomet Malsagov, CEO and president of PureCircle, said: Natural Sweet is a major opportunity for the U.S. consumer in their quest for quality, natural beverage and food alternatives that combine great taste with controlled calories. When we were looking for a partner for the important North American market, there was really only one choice.

“Imperial stood out above the crowd for its commitment to innovation, naturally sweet products and outstanding customer service. We are pleased with the combined potential of our technologies. Our products will deliver natural sweetness with exciting beneficial attributes.

All the products of the new entity will carry the endorsements of Imperial Sugar Company and PureCircle. Its products will be produced at Imperial's Port Wentworth, Georgia refinery and marketed across North America by the combined sales teams of both the parties in the JV.