Imperial Sugar Company and PureCircle Limited announce the launch of Natural Sweet Ventures, a joint venture created between Imperial, a marketer of refined sugar, and PureCircle, a global producer of stevia products. Both Imperial and PureCircle have developed proprietary technologies tied to natural, sweet products. This will provide Natural Sweet customers with flexibility in developing innovative applications. The Natural Sweet product line will directly aid manufacturers responding to strong consumer interest in natural reduced calorie products and the recent announcements by the beverage industry of more stringent labeling.All Natural Sweet Ventures products will carry the endorsements of Imperial Sugar Company and PureCircle. In addition, Natural Sweet Ventures' products will be produced at Imperial's Port Wentworth, Ga. refinery and marketed across North America by the combined sales teams of Imperial and PureCircle.