Reb M, a New Stevia Sweetener, Gets FDA GRAS Nod

December 30, 2013

Reb M tastes closer to table sugar than previously offered stevia ingredients.

Rebaudioside M (Reb M), a new stevia glycoside, has received an FDA “No Objections” Generally Recognized as Safe (GRAS) letter for use as a general purpose sweeteners for foods and beverages in the United States.

PureCircle (Chicago), which developed Reb M in partnership with The Coca-Cola Co., says Reb M tastes closer to table sugar than previously offered stevia ingredients. Whereas some stevia glycosides may contain challenging bitter notes, Reb M’s sweetness means the glycoside can be used in food and beverage products at a higher percentage, enabling even greater calorie reductions with the zero-calorie natural sweetener, especially in foods and beverages that have a high level of sweetness.

PureCircle says it discovered Reb M during a five-year development and supply agreement with Coca-Cola. The companies are now jointly seeking to protect Reb M’s intellectual property.

PureCircle is now focusing on bringing Reb M to market. Jason Hecker, PureCircle’s vice president of global marketing and innovation, says the company has already invested in its supply chain and leaf development to support commercialization.

Read more about the next generation of stevia ingredients.