Merisant said its stevia-based tabletop sweetener Pure Via would be available to UK consumers by December 2 2011. Hugues Pitre, the firm’s vice-president and md, said: “We have already secured a leading position in France through this new market. ​

"Based on our rich heritage of research and expertise into perfecting the application of stevia extracts into sweeteners and our £4M investment in the UK, we are very confident we will achieve similar success with Pure Via in the UK market in the upcoming months.”​

In France, stevia sweeteners with a high purity of the steviol glycoside Reb A have been allowed for sale since September 2009.

Coca-Cola Europe said the approval would improve consumer choice. Dominique Reiniche, president Coca-Cola Europe, said: “The addition of stevia to the range of sweeteners we already use in our drinks gives us even more options to innovate and develop the best-tasting drinks for our consumers. ​

“This is another important milestone as we grow our portfolio to offer even more choice for every occasion and lifestyle.”​

Cargill’s stevia-based sweetener Truvia would reach some EU consumers before Christmas, Zanna McFerson, vice president and business director of Truvia, told our sister publication FoodNavigator-USA.

Cargill, an official petitioner for the use of stevia in Europe, received notification by the European Commission of its formal approval of steviol glycosides in Europe on November 11, 2011.

Healthier diets​

Jordi Ferre, PureCircle's president Commercial Division, said: “This is a very important day for the stevia industry, food and beverage manufacturers and consumers in Europe. Stevia, the no-calorie, natural sweetener, will play an important role in addressing consumer interest in healthier diets and sustainable ingredients, as well as to help offset rising commodity costs for our customers.” ​

Maria Teresa Scardigli, executive director of the International Stevia Council, said: "The final hurdle in the regulatory process for steviol glycosides - the scrutiny of the regulation by the European Parliament and the Council of Ministers - has been cleared."​

The regulation will enter into force 20 days after publication in the EU Official Journal, which occurred on November 12.

Stevia-based sweeteners are already approved for use in the US, Japan, China, and Australia.

The European market for sweeteners is valued at $500M while the European market for sweeteners generates $500M and the European market for Stevia-based sweeteners should reach an additional $100M next year, predicted Cargill.