Monk Fruit to Rival Stevia Someday?
The stage could be set for luo han guo, also known as monk fruit, to eventually see the growing market success that stevia is currently experiencing in the United States, according to market researcher Innova Market Insights. Market penetration will largely depend on regulatory approvals. Currently, luo han guo, said to be 300 times sweeter than sugar, is mostly confined to supplements in the United States, and not food. (Innova says that most 2010 U.S. launches involved liquid, capsule, and tea-concentrate supplements.)
The stage could be set for luo han guo, also known as monk fruit, to eventually see the growing market success that stevia is currently experiencing in the United States, according to market researcher Innova Market Insights.
Market penetration will largely depend on regulatory approvals. Currently, luo han guo, said to be 300 times sweeter than sugar, is mostly confined to supplements in the United States, and not food. (Innova says that most 2010 U.S. launches involved liquid, capsule, and tea-concentrate supplements.)
The tide could change, however. In early 2010, leading luo han guo producer BioVittoria received Generally Recognized as Safe (GRAS) status from FDA for its Fruit Sweetness luo han guo concentrate. Innova says that as with stevia, FDA GRAS approval could pave the way for the sweetener...s use in a widening range of food applications.
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