|By PR Newswire||
|September 17, 2013 08:30 AM EDT|
YUBA CITY, Calif., Sept. 17, 2013 /PRNewswire/ -- A recent study in Innovative Food Science & Emerging Technologies cited increasing consumer awareness of the link between high-calorie diets and human health as a catalyst for food and beverage industry action to develop reduced-calorie and reduced-fat versions of many products.
If only that were the happy end to the tragic saga of skyrocketing obesity and lifestyle-related illnesses in America. However, knowing what is good or bad for us will not automatically result in our making the right choices. Consequences such as weight gain, negative effects on teeth and skin, sluggishness and energy loss, the overall lack of satiety, etc. often fall by the wayside in the face of a delicious snack or sugary drink that can satisfy not just our hunger or thirst but—more to the point—our "sweet tooth."
Although there are children satisfied with a piece of fruit as a snack, when they see other children biting into a colorful cupcake, licking an ice cream cone or scarfing down a popular cola or juice box, they want what they want when they want it. In that way, we are all like children.
So who, or what, is going to bridge the gap and help us make better choices?
Enter one bridge-builder: Robert Brooke, CEO of Stevia First Corp. Stevia is a no-calorie and natural plant alternative to high-fructose corn syrup sweeteners found in many processed foods and beverages. Brooke's agricultural biotechnology company is on track to revolutionize the stevia industry. For one, Stevia First controls a patent on the enzyme steviol synthetase, which, correctly harnessed, could enable production of a natural sugar taste with no bitter aftertaste. Better taste is the key Brooke believes will bridge the divide for consumers—and serve to incentivize food and beverage company leaders to produce better-tasting products.
"As this study shows, the food and beverage industry is intent on giving people what they want while also giving them what they need," Brooke says. "There is the saying that you can't have your cake and eat it too, which means you shouldn't try to have two incompatible things. Conversely, finding a way to 'have your cake and eat it too' means having the best of both worlds. We believe that with stevia's ability to mimic the natural sweetness of sugar without tasting artificial or leaving a bitter aftertaste, people will be able to enjoy sweetness without calories.
"A healthy diet is key," the father of two adds. "But where sweetness is craved, stevia is a sweetener that might be worth trying. Certainly sounds like a solid 'bridge!'"
In addition to the fermentation process and developing new breeds of stevia plants, Brooke expects to have a consumer tabletop product on the market in 2014.
For lots more great information, visit www.steviafirst.com.
CONTACT: Laura Radocaj, Dian Griesel Int'l. 212.825.3210
SOURCE Stevia First Corp.