Sweegen, a global leader in wellness ingredient and taste modulation technologies, is addressing the pressing issue of mislabeling within the stevia industry, specifically concerning Reb M stevia sold under false claims intentionally.

Sweegen is the primary producer of the highly sought-after non-GMO Bestevia® Reb M, made with a proprietary clean bioconversion method. Through independent testing, the company has determined that certain third-party Reb M products sold to food and beverage companies under label claims of “Reb-M 95 %,” “Bioconversion Reb-M 95 %,” or “Stevia (Organic) Extract Reb-M 95 %” are not made through extraction or bioconversion.

These false claims have significant implications for stakeholders, including food and beverage companies, consumers, and the stevia technology community.

Food and beverage companies are confronted with significant challenges arising from mislabeling, particularly the erosion of consumer trust and brand reputation. The authenticity of products is paramount to maintaining consumer confidence and loyalty, and any discrepancy between product labeling and actual content can significantly undermine trust. For companies that prioritize transparency and integrity, the risk of reputational damage is particularly acute if their products become associated with false claims. This underscores the critical importance of accurate labeling practices in preserving the trustworthiness of brands.

Protecting consumer rights through transparency and honesty

Consumers rely on accurate food labeling for making informed choices, especially when it comes to health-related decisions. False claims can lead to misjudgment, and consumers may unknowingly consume products that don’t meet their dietary preferences or health needs.

Some consumers may choose products made through specific processes for environmental sustainability or naturalness. False claims undermine consumers’ ability to make choices aligned with their values.

Respecting and protecting Intellectual Property (IP)

Sweegen places a high value on IP and innovation on its high-purity Bestevia Reb M made through bioconversion within the stevia technology community. The company is committed to upholding the integrity of its IP and respecting others’ innovations. By and large, Sweegen is dedicated to IP protection, ensuring a fair and competitive landscape and encouraging continued advancements in sweetener technologies.

Reiteration of Reb-M patent for non-alcoholic applications

Sweegen emphasizes its patent rights, particularly regarding its Bestevia Reb M for non-alcoholic applications. The company upholds its patents and ensures that ist non-GMO Bestevia Reb M innovations are appropriately recognized and protected. Sweegen believes in fostering a climate that rewards genuine advancements and respects the IP rights of all industry stakeholders.

Offering authenticity testing for Reb-M samples

To further enhance transparency and provide assurance to the food and beverage industry, Sweegen is extending an offer to test all Reb-M samples for authenticity. This initiative aims to assist companies in verifying the integrity of their stevia products and reinforces Sweegen’s commitment to maintaining the highest stevia quality standards in the industry.

Mislabeling on purpose threatens market differentiation and creates confusion about investing in cutting-edge technologies. Innovators in the industry risk losing their competitive edge if competitors intentionally make false claims about similar products. Recognizing and rewarding genuine innovations becomes crucial in fostering a marketplace that values and encourages technological advancements. Ensuring accurate labeling practices is not only a matter of compliance but also fundamental to sustaining a fair and competitive market landscape.

Continued investigation into adulterated Reb-M

Sweegen is actively investigating reports of adulterated Reb M originating from China and entering the U.S. and EU markets directly or indirectly. The company is committed to thorough research and plans to collaborate with relevant authorities to report findings to U.S. and EU customs. Sweegen is determined to address any issues related to product authenticity and maintain the highest standards in the stevia industry.

In addition to consumer trust, regulatory compliance is a central concern for food and beverage companies. Regulatory bodies establish specific guidelines and standards for labeling food products, especially those incorporating novel ingredients such as stevia produced through various methods. Companies found to violate these regulations may face legal consequences. Adhering to established guidelines is a legal imperative and key to ensuring consumer safety and maintaining the industry’s integrity.

It is essential to note that bioconversion stevia holds the advantage of claiming non-GMO verification. Sweegen believes that accurately labeling products as bioconversion stevia aligns with regulatory approval and provides consumers with clear information about this innovative sweetener’s unique characteristics and benefits.

False claims undermine the scientific integrity of the industry. Accurate representation of research and development is crucial for advancing knowledge within the community.

Sweegen remains steadfast in its commitment to innovation, transparency, and consumer safety. The company will continue collaborating with industry stakeholders, regulatory bodies, and customs authorities to uphold the highest standards in producing and labeling stevia products.

Approval opens door for more food and beverage sugar reduction solutions

Sweegen expanded its Signature stevia footprint in Latin America after Colombia approved its stevia sweeteners made by bioconversion, a method producing clean and non-GMO ingredients. Sweegen’s rebaudiosides E and I will now join the already approved D and M.

“Latin America is one of our most important markets globally,” said Luca Giannone, senior vice president of global sales. “The continuous development of our Signature sweeteners and sweetener system demonstrates our commitment to investing in new technologies for helping brands tackle sugar reduction challenges and replace sugar in better-for-you food and beverages in Colombia.”

Triggered by rising levels of obesity, Colombia has undergone a nutrition transition. The country has prioritized the health and well-being of children and families by adopting policies to address the obesity epidemic. Colombia’s Ministry of Health has prioritized sugar reduction by exploring sugar-sweetened beverage (SSB) taxes to mandatory front-of-pack warning labels through legislative, and public media pushes. The country joins the growing list of Latin American countries prioritizing health, including Brazil, Chile, Uruguay, Peru, and Mexico.

In South America, 52 % of consumers say they are looking to moderate sugar intake in soft drinks, according to FMCG Gurus 2021. Colombia ranks third in the region for new product launches in soft drinks and fourth for sales value in 2018, following Brazil and Argentina, as reported by Innova Market Insights.

“As new product launches have increased in recent years, brands have a clear opportunity to create healthy innovative food and beverages, replacing up to 100 % sugar with Sweegen’s Signature stevia and sweetener system,” said Giannone.

“The regulatory development is good news for Sweegen to introduce more steviol glycosides made by bioconversion. It also gives consumer packaged goods (CPGs) direct access to Sweegen’s Signature sweeteners without waiting for additional product registration in Colombia,” said Hadi Omrani, senior director of technical and regulatory affairs.

New generation rebaudiosides made by bioconversion produce clean sweetener molecules like rebaudiosides B, D, E, I, M, and N, originally found in small quantities in the stevia leaf. They impart a clean sugar-like taste with a better sensory profile and are highly sought-after by food and beverage manufacturers in countries with regulatory approvals.

As Colombia traverses health and wellness improvement, brands now have less pressure to navigate sugar reduction solutions. Sweegen is a resource of expertise for brands to collaborate on new and exciting foods and beverages that resonate with consumers. Sweegen’s LATAM Innovation Studio, located in Mexico City, serves the entire region. It is one of many global creative centers home to product developers exploring sweet taste solutions, local consumer insights, and collaborating on new or reformulated products with Sweegen’s expert food and applications team.

“Brands have the excellent opportunity to adopt a healthy profile and broaden their product offerings to consumers increasingly interested in better-for-you foods and beverages,” said Steven Chen, Sweegen’s chief executive officer. “We’re ready to help brands navigate the future of healthy food and beverages.”

Sweegen’s footprint in Europe became stronger after the European Union Commission published its approval of Sweegen’s non-GMO Signature Bestevia Rebaudioside M (Reb M) for use in food and beverages.

The approval of Sweegen’s Signature Bestevia Reb M leads the future of wellness in food and drink in Europe. Brands in Europe now have access to the best-tasting highly sought-after stevia sweetener. The availability broadens the toolkit for sugar alternatives to reimagine food and drink, opening new doors for creating healthy products for consumers.

Consumers are increasingly aware of the need to reduce sugar in their diets for better health. Yet, when they are making decisions for purchasing food and beverages, consumers will ultimately select the brand with the best taste. Therefore, tackling the toughest sugar reduction challenges is a priority for brands as taste is the reason for repeat purchases.

The soft drinks industry in Europe is making a pledge to cut added sugars in Europe. The Union of European Soft Drinks Associations (UNESDA) announced on June 29 this year to reduce average added sugars in its beverages by another 10 % across Europe by 2025.

In its further commitment to Europe, Sweegen has aligned the availability of its Reb M with commercializing the high-purity sweetener at its manufacturing facility in Europe. The facility is open in Europe for helping food and beverage manufacturers with rapid production and low cost-in-use sugar reduction solutions.

To compliment the approval of Reb M, Sweegen invested in designing and building its Innovation Studio in Reading, England, near London. The studio opened its doors in January 2021 with a full applications team to collaborate with food and beverage manufacturers on exploring the entire consumer landscape to understand what trends are driving consumer behaviour, and then provide inspirational ingredients to represent those trend drivers.

Sweegen is the first company to receive the European 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 the stevia leaf. This process enabled Sweegen to obtain the Non-GMO Project verification for its Signature Bestevia stevia sweeteners in the U.S. market.

Bestevia Reb M was commercialized in 2017 and has already been approved in many regions around the world.