Tate & Lyle & Manus kick off stevia Reb M marketing campaign across Americas
Ingredients supplier Tate & Lyle has partnered with Manus, a bioalternatives scale-up platform, to launch a new Reb M marketing campaign across the Americas region. This initiative emphasizes “greater supply assurance, formulation flexibility, and sustainability” across a fully regional supply chain for sugar-reduction solutions and alternatives to artificial sweeteners.
The campaign, titled “From Field to Formulation — All in the Americas,” underscores the partners’ capability to deliver high-purity bioconverted Reb M to market through a supply chain that is entirely contained within North and South America, from feedstock to finished ingredient.
The campaign is headlined “Made by Manus. Brought to you by Tate & Lyle,” and is designed to appeal directly to food and beverage manufacturers navigating a complex global landscape.
By maintaining production close to the markets it serves through its strategic alliance with Manus, Tate & Lyle aims to offer faster responsiveness, reduced logistics risks, and more consistent quality — all crucial factors for current formulation and innovation cycles.
“Today’s brands need more than breakthrough ingredients — they need confidence in their source and supply,” says Abigail Storms, Tate & Lyle’s SVP, Global Platform, Sweeteners & Fibers.
“With Reb M made by Manus and brought to market by Tate & Lyle, our customers get both breakthrough functionality and reliable access, backed by an all-Americas supply chain.”
Biomanufacturing partnership
Manus serves as the manufacturing partner for Reb M, having researched, developed, and scaled this stevia Reb M for production. It is manufactured at Manus’ large-scale US BioFacility in Augusta, Georgia, leveraging Manus’ existing all-Americas supply chain, from stevia leaf cultivation, extraction, and bioconversion into the final ingredient.
Manus manufactures Reb M at its Georgia BioFacility, utilizing an all-Americas supply chain from stevia leaf cultivation, extraction, and bioconversion to final ingredient.These US-based biomanufacturing capabilities form the foundation of Tate & Lyle’s network approach, ensuring “traceability, scalability, and alignment with local regulatory and sustainability priorities.”
Tate & Lyle contributes its extensive experience in stevia research and development, along with deep sensory, applications, nutrition, and regulatory expertise to the partnership. This collaboration is set to enable the development of further innovative ingredients and solutions to meet customer sweetening needs.
The campaign is being rolled out across various digital platforms, technical toolkits, and through targeted outreach throughout North and South America. The goal is to inspire food and beverage brands to utilize all-Americas-produced stevia Reb M for their next generation of reduced-sugar products.
Previously, Tate & Lyle formed The Natural Sweetener Alliance with Manus, aiming to broaden access to natural sugar reduction solutions with an initial focus was on stevia Reb M. In November, the companies highlighted this collaboration as the “first large-scale commercialization” of stevia Reb M.
