“Since we launched non-GMO erythritol in the marketplace and made it public, a lot of companies in ready-to-drink specifically are using the combination of the organic, non-GMO stevia with the organic, non-GMO erythritol in new innovative products for 2014,” said Pyure Brands founder and CEO Benjamin Fleischer. “It has non-GMO verification that the other major suppliers simply cannot achieve due to their process.”
Indeed, Cargill recently agreed to settle a proposed class action lawsuit alleging it is misleading consumers by marketing its Truvia consumer products as ‘natural’ because they contain ingredients that are highly processed or derived from GMOs. To produce erythritol in commercial quantities, a sugar-rich substrate (sometimes derived from genetically engineered corn) is fermented by a yeast strain to yield erythritol. Pyure administered DNA tests during each phase of erythritol production to ensure compliance, and received verification from the Non-GMO Project this year.
“We’ve probably sent out close to 200 erythritol samples across the US from existing customers to new projects, with applications ranging from bakery to RTD, dairy and even a lot of nutraceuticals,” Fleischer said, noting that Pyure is in the process of developing its own branded solution specifically for bakery.
Because erythritol is not a high-intensity alternative sweetener (70% as sweet as sugar), it has to be used in conjunction with another sweetener. Fleischer said that it nicely balances out the intense sweetness of stevia, which is 350 times sweeter than sugar. While there are still plenty of sweetener combinations out there that include sugar, given that it’s less expensive than organic erythritol, Fleischer noted that the taste profile combined with additional calorie and sugar reduction makes it an attractive alternative.
“With our pricing for organic stevia and erythritol, we’re able to price it so food and beverage manufacturers are able to get calorie and sugar reduction without affecting their bottom line. So it’s a cost-effective solution.”
Pyure also rolled out a retail line of organic, non-GMO certified, sugar- and calorie-free energy shots sweetened with non-GMO erythritol and stevia. Pyure O.E.O. Organic Energy Shots also use organic green tea, yerba mate and guarana extracts instead of synthetic caffeine.
“Other natural shots on the market are using roughly 8 grams of sugar per serving,” Fleischer said. “A lot of them are still getting their sugar from agave. Our sweeteners are the best organic solution out there for sugar and calorie reduction, creating diabetic alternatives and solutions for healthy lifestyle consumers who care about what they’re putting in their bodies.”