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Thursday, December 11, 2014 1:03:00 PM
In December, the U.S. Food and Drug Administration had given approval to the use of the stevia plant extract Reb M made by PureCircle, a leading supplier of stevia products, as a general-purpose sweetener. Coca-Cola has a five-year supply agreement with PureCircle for the development of sugar variants and other ingredients. Bitter aftertastes has been the main criticism associated with stevia derivatives, especially Reb A that is used in most stevia-fueled drinks. According to PureCircle, Reb M bears a taste more similar to table sugar than any other stevia product, and can be used to substitute sugar in high calorie foods and beverages without much alteration in taste. Although consumers seem to have rejected stevia in the water brand Vitaminwater, stevia and in particular Reb M might not significantly alter the taste of the cola based fizzy drink Coca-Cola Life.
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