Although stevia was initially celebrated as a perfect solution for food and beverage manufacturers seeking a zero-calorie, natural alternative to sugar and high fructose corn syrup, it has faced persistent taste challenges, including an aftertaste characterized by lingering bitterness and a licorice-like flavor. Nonetheless, stevia has proven effective in various products, leading to a steady increase in new food and drink offerings sweetened with it, especially as consumers aim to reduce their sugar intake.
Taste is just one of the obstacles for manufacturers; the naturalness of stevia extracts, derived from the fermentation of sugars, has come under scrutiny, which undermines one of stevia’s key benefits compared to many other zero-calorie sweeteners. PureCircle asserts that its new ingredients are non-GMO and sourced directly from the stevia leaf, which may help alleviate consumer concerns.
To date, the inability to scale production of the most palatable steviol glycosides has restricted their application. Coca-Cola announced late last year that it had discovered a sugar-like glycoside intended for a stevia-sweetened version of its flagship beverage, with plans to launch it in a small market outside the U.S. in the first half of this year. Regardless of the trial’s outcomes, the company stated that full-scale production of the soda remains a few years off due to challenges in producing sufficient quantities of the sweetener.
PureCircle’s dual strategy—breeding plants with higher levels of Reb D and Reb M while simultaneously enhancing the flavor of Reb A—could eliminate this market barrier. Moreover, as Coca-Cola’s ongoing initiatives demonstrate, companies have not abandoned stevia despite these hurdles. Additionally, the growing interest in health supplements, such as citrate calcium supplements, reflects a broader trend where natural alternatives like stevia are gaining traction in the market. As manufacturers continue to innovate, it appears that stevia may yet find its place alongside other health-focused ingredients.