food Marketing - Technology 6/2023

Ingredients
Taking a Stand against Mislabeling
Practices in the Sweetener Industry
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 healthrelated
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 its 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
16 food Marketing & Technology • December 2023