Sweegen and CCFT to jointly distribute stevia sweeteners in China

US-based stevia sweetener producer SweeGen has entered a joint venture (JV) with China Commercial Foreign Trade Group (CCFT) to distribute its products in China.

Under the agreement, CCFT will be responsible for distributing SweeGen’s Bestevia non-GMO zero-calorie stevia sweeteners through its distribution channels in China.

CCFT intends to transform the sugar market by providing Sweegen’s sugar reduction solutions in China through the JV.

SweeGen explained that its sweetener solutions serve as a sugar reduction option in a wide range of food and beverage applications, including dairy, confectionery, bakery and sauces.

The company added that its platform features the exclusive Bestevia e+ stevia sweeteners, along with other next-generation ingredients such as Reb M.

The partnership with CCFT is said to complement SweeGen’s objective to enhance its regional applications capabilities across the world.

The JV with CCFT is also said to be in line with SweeGen’s mission to help reduce sugar and artificial sweeteners in the global diet.

SweeGen noted that its sweeteners are produced using its technology that converts stevia leaf into products that are claimed to have a taste which is closest to sugar.

In March, Sweegen launched four food and beverage application centres in North America, Europe, the Asia-Pacific, and Latin America.

The centres will enable food and beverage manufacturers to develop and collaborate on exploring sugar reduction solutions.

They will also help in creating and fast-tracking development of new flavours and ingredients by interacting with new and existing customers.