Coca Cola Open up Stevia market to everyone.

[Sourabh Agarwal]

Coca-Cola have identified the potential of the ingredient in a market
increasingly seeking 'natural' foods and beverages.
Last year Coca-Cola filed 24 patent applications for the ingredient,
and the firms are soon expected to petition the
US Food and Drug Administration (FDA) for approval.

But they will not wait for the ingredient to be approved in the west
in order to start marketing Rebiana and products made with this.

They will sell in the markets where regulatory approval already exists
and we'll work through the paths for regulatory approval in other
countries around the world, including the US.

Rebiana will be used in both foods and drinks, she said.

Coca-Cola will have first rights to use the ingredient in beverages,
while the two firms will also make it available for use in food products,
where testing is already underway.


This is going to open up market to everyone.

Ingredient makers and food and beverage manufacturers in the US are
holding their breath for the first move to come from the two giants.