On the Street: PureCircle Launches Stevia Institute

May 26/London/London Stock Exchange Aggregated Regulatory News Service -- PureCircle has created the Global Stevia Institute, which will launch in June. The institute will promote accurate, credible and consistent information and resources about stevia to health professionals, consumers and the food industry at a time when the momentum for stevia sweetened products continues to grow.

Serving as its executive director will be Keith-Thomas Ayoob, Ed.D., RD, FADA. Ayoob is a practicing paediatric nutrition specialist with more than 25 years of experience. He is also associate clinical professor of paediatrics at the Albert Einstein College of Medicine, New York. He will lead a team of scientific advisors from around the world to better educate the public about stevia, how it can fit into today's diet, and the current science behind the plant-based sweetener.

Magomet Malsagov, CEO of PureCircle, said, "Dr. Ayoob is an ideal leader for the Global Stevia Institute. He is an internationally known educator on nutrition issues, and we trust he will empower the Global Stevia Institute to reach people throughout the world with science-based stevia education and how it applies to today's consumers as they strive for better health and wellness."

Ayoob added, "The current intake of calories globally is not sustainable. Now more than ever, it is important to find tasty, calorie-free alternatives for sweetening foods and beverages to help those battling obesity, diabetes and other chronic diseases. This Institute will play an important role in educating health professionals, food and beverage manufacturers, public affairs leaders and, of course, the consumer about the benefits of incorporating a plant-based sweetener like stevia into their diets."

From the June 7, 2010, Prepared Foods E-dition