US firm sets up Southeast Asia base in PH

By Max V. de Leon, BusinessMirror

Posted at Aug 03 2012 07:31 AM | Updated as of Aug 03 2012 06:56 PM

MANILA, Philippines - American firm Swerve Llc. has selected the Philippines to be it jump-off point in Southeast Asia for its natural sweetener products both for consumer and industrial uses.

Ivan Echegarrua, president of Swerve, said the Philippines, with its market that has become more health conscious and discriminating, “is a perfect fit for Swerve.”

The company, which produces Swerve all-natural, zero-calorie sweeteners that can be used as alternative to regular sugar, tied up with Philippine firm CSP International Commodities Corp. for the distribution of its products in the country and in Southeast Asia beginning in the fourth quarter of the year.

US counselor for management affairs Robert Riley and agriculture attaché Bill Vergani joined company officials in Swerve’s launch at the World Food Expo held at the World Trade Center in Pasay City on Wednesday.

“Swerve sweetener is a newly developed product based on erythritol, which is highly suitable for personal consumption as well as for commercial/industrial applications. Swerve has no bitterness or aftertaste associated with other zero-calorie sweeteners. Its great taste is complemented by a non-GMO ingredient that in granular form, measures one-to-one with sugar,” Andress Blackwell, Swerve marketing director, said in a statement.

Swerve’s proprietary formulation, he added, is non-glycemic, which makes it fit for diabetics and other health-conscious consumers. The formulation does not affect blood glucose or insulin levels and is also not degraded by heat.

Blackwell said Swerve does not contain any artificial ingredients, preservative or flavors unlike other sweeteners in the market today. It is derived from fibers of fruits and vegetables, and is 100-percent non-allergenic.

Swerve comes in three variants —granular, confectioners and 10X, each type suited for specific applications.