But some early formulations were criticized for a bitter, licorice-like aftertaste. PureCircle has launched the new sweetener under the brand name Alpha, and says this latest addition to its range of stevia-derived sweeteners allows for more rounded sweetness and less bitterness at high sugar replacement levels. Specifically, it is intended for products targeting a 50-100% reduction in calories, the company said. "Following extensive sensory and application development work in PureCircle's Global Application Center, in Oakbrook, Illinois, marked improvements were identified versus existing stevia sweeteners on the market," PureCircle said.