PureCircle made its initial public offering (IPO) on the London stock exchange in December 2007, in an effort to raise US$50m to fund expansion. At this time, it saw the primary target to be the realm of existing high intensity sweeteners – a market valued at some US$1.3bn annually. Since then, however, it has become apparent that the market could actually be "much bigger" than envisaged, according to company chairman Paul Selway-Swift, as it could be used in mainstream foods as a part-replacer of sugar content, not just in products currently using high intensity sweeteners. The consumer interest in Reb-A as a mainstream food ingredient is said to have stemmed from the launch of PureVia launch, the consumer brand launched by PepsiCo and Whole Earth in July. PureCircle has the exclusive rights to market the PureVia brand across food and beverage segments that do not represent a conflict of interest with PepsiCo and Whole Earth.