PureCircle Limited has expanded its European presence with the opening of a new European headquarters in London, also signing a U.K. distribution agreement with Prinova Europe (formerly known as Premium Ingredients International).

With European approval for high purity stevia ingredients expected by the end of this year, PureCircle has stepped up its application support for customers preparing for launches across Europe. France, which has led the EU with a temporary approval for high purity stevia sweeteners, has experienced rapid growth in stevia awareness and early market adoption in the low calorie sweetener category. Similar activity is anticipated across Europe, including the U.K., which is one of the largest markets for sweeteners in Europe.