Coca-Cola-backed sweetener wins FDA approval

Beverage Digest is reporting that reb-X, a new stevia sweetener backed by Coca-Cola, has received approval from the U.S. Food and Drug Administration.

The publication, which covers the beverage industry, said the sweetener is jointly developed by Coca-Cola and Pure Circle, a leading producer of stevia ingredients. Supporters said reb-X has a taste closer to table sugar, which could lead to bigger reductions of calories in beverages.

According to Pure Circle, Atlanta-based Coke has a 5-year supply agreement with the company and the two are “seeking global intellectual property coverage for the ingredient,” Beverage Digest said.