KUALA LUMPUR (May 5): Malaysia's Ministry of Health (MoH) is said to have approved US-based SweeGen Inc’s stevia-based sweeteners for use as ingredients in food and beverage (F&B) products.

In a statement yesterday, SweeGen claimed that the Malaysian health authority's acceptance of SweeGen’s stevia-based sweeteners opens doors to creative brand innovation and renovation of sugar products.

"Malaysia is one of many APAC (Asia Pacific) countries where SweeGen’s non-GMO (genetically modified organism) stevia sweeteners will change the landscape for offering a low cost-in-use sugar reduction solution.

"Brands in Asia are striving to deliver sweet indulgence alongside new and exciting flavours in snacks and beverages to satisfy consumers’ cravings. 

"The acceptance of not just one, but three of SweeGen’s premium stevia ingredients, gives brands in Malaysia the creative latitude to tackle sugar challenges when innovating and renovating products,” SweeGen said.

SweeGen claimed that next generation non-GMO stevia sweeteners have led the way in replacing sugar in F&B and nutritional products.

Citing a 2020 report by market research firm Mintel Group Ltd, SweeGen said Mintel reported that "consumers in this region are increasingly keen to eat more natural foods."

"This should encourage table sauce brands to remove artificial additives and prioritise natural, organic, and less-processed ingredients,” Mintel was quoted by SweeGen as saying.

At the time of writing today, Malaysia’s MoH had yet to issue a statement in response to SweeGen’s statement.