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PureCircle anticipates Starleaf boom

PureCircle anticipates Starleaf boom

Consumers looking for a healthier alternative to sugar often turn to stevia – a low-calorie and sugar-free sweetener derived from a plant – but are often left disappointed with the taste. PureCircle (PURE) believes its Starleaf product tastes closer to sugar than other stevia products, including those it has produced in the past. It's based on where in the leaf the molecules come from, and companies busy reformulating once-sugary products seem to agree. Chief executive Magomet Malsagov said PureCircle expects to produce around 16,000 metric tonnes (mt) of Starleaf during this financial year, more than three times the 5,000mt produced during this reported period.

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