Navigating sugar reduction solutions in Europe just got better for food and beverage brands. SweeGen announced its next generation Bestevia Rebaudioside M (Reb M) stevia sweetener is in its final phase before the European Union publishes the approval in a few months.
In anticipation of the published approval, SweeGen is fast tracking the commercial scale up of the non-GMO Bestevia Reb M at its manufacturing facility in Europe. The regulatory step is the last hurdle to satisfying the demand for the highly sought-after stevia sweetener in the EU. For the past few years, the company has been collaborating with major food and beverage manufacturers in Europe to explore application developments for creating sweet taste innovations. Now, the products are near ready to launch on the market.
In conjunction with the anticipated Reb M approval, Sweegen launched its new Food and Beverage Applications Center in London in January 2021. The Center will be home to sugar reduction product development for brands in Europe. It will also serve as a creative center to explore and discover product innovations motivated by consumer trends and regional tastes. 
Bestevia Reb M is great news for both consumers and brands. As consumers take action on reducing their sugar intake while demanding great taste, food and beverage manufacturers will have better sugar reduction solutions to meet their product challenges.
Non-GMO stevia sweeteners have led the way in replacing sugar in foods and beverages, nutritional products, and many other market products world-wide. Innova market research reported that in France, from Jan. 2019 to Aug. 2020, sports nutrition product launches using stevia increased by 43%.
SweeGen offers brands cost-effective and rapid innovation for sugar reduction solutions for beverage, dairy, savory and bakery with its Bestevia Taste Solutions for Europe.
SweeGen is the first company to receive the Eueopean Food Safety Authority (EFSA) panel’s safety status for any steviol glycoside produced by alternative and sustainable technologies. To achieve high purity clean-tasting stevia leaf sweeteners, SweeGen uses a bioconversion process starting with stevia leaf. This process enabled SweeGen to obtain the Non-GMO Project verification for its Bestevia stevia sweeteners in the US market.
Bestevia Reb M was commercialized in 2017 and has already been approved in many regions around the world.