Finally, Stevia is going to be allowed to be used in Europe.  The EU recently announced they are going to approve the sweetener for use all across Europe.  Of course, the approval process takes time and it has not yet been completely, but very soon you will see many products in this part of the world use Stevia instead of sugar or an artificial sweetener.

Even though the EU may be one of the last big markets to approve Stevia, they have done exactly that.  This sweetener has nearly gone global and with the addition of Europe, it will be available in every large market out there.  Since the JECFA and the European Food Safety Authority have agreed that the sweetener is safe it has been approved to be used in foods very soon in Europe.

Stevia has most commonly been used in beverages and foods throughout Asia and the Americas.  This is a compound extracted from the leaves of the Stevia rebaudiana.  The reason there has been such an uproar about the sweetener is due to the natural properties and the fact that it is nearly 100% free of calories.

Refined sugar and many other sweeteners have many calories and are not 100% natural.  Stevia, on the other hand, is like a miracle for those wanting that sweet taste, but not wanting to add the empty calories and the artificial ingredients to their body.  This sweetener will take over Europe very soon and it is about time.

It was finally announced on November 11th that the EU has approved Stevia for use in foods and beverages.  The Stevia suppliers are very excited about the new market opening up and are poised to launch their products into the marketplace.

In fact, Cargill, a Minneapolis supplier of Truvia brand Stevia and GLG Life Tech Corporation, a Vancouver based Stevia producer, have already signed agreements with sugar distributing companies like Azucarera of Spain, Eridania of Italy, Keyser & Mackay of Belgium, and Gusto Faravelli SpA of Italy to get their products into Europe.

The biggest news from a United States supplier of Stevia happened before the announcement of the EU approving the sweetener.  PureCircle Ltd., a Chicago based supplier has already established and opened a European headquarters in London.  They knew what was going to happen and they may be the most prepared to enter the marketplace with their product.

Many believe this is a huge step forward for the consumer in Europe and they will now have the ability to choose a better natural sweetener instead of sugar or artificial sweeteners.  Stevia is considered a “better for me” type of product and very soon everybody in Europe will have this product as a sweetener choice.

Of course, it is not available just yet because legislation still has to be completed, but the approval has happened.  This means the European market is about to change quite a bit.  This may affect products like SoBe, Sprite, Coca-Cola, Gatorade, and many others that have already successfully launched their products with Stevia in the United States and other areas of the world.