Cargill stands to capture market share with its new ingredient if it can fulfill its promises. Stevia has faced significant criticism due to its bitter aftertaste, prompting some companies to turn to alternative natural sweeteners. However, if Cargill has successfully addressed this issue to create a more sugar-like flavor, beverage manufacturers, including soda makers, may be keen to explore its potential. Ohmes mentioned to Food Navigator that Cargill’s initial focus will be on integrating the Eversweet/ClearFlo blend into soft drink concentrates and energy drinks before expanding to baked goods and confections. This ingredient could be advantageous for the food and beverage sector, as companies are actively seeking alternatives amid declining consumer interest in sugar. Recent surveys indicate that approximately 71% of consumers check sugar content on labels, and 46% aim to cut down on sugar intake. Consequently, food and beverage firms are investing in exploring more alternatives, with stevia emerging as a prominent option despite certain challenges.
One of stevia’s key benefits is that it contains no calories, making it an appealing choice for consumers looking to avoid sugar, particularly if it mimics the taste of real sugar. Cargill’s recent study on global food and beverage trends revealed that sugar is the most commonly avoided ingredient in food products. Since stevia is 30 to 40 times sweeter than sugar, manufacturers can use smaller quantities, potentially reducing costs. After a rocky start, stevia has gradually found its way into more products over time. According to the Mintel Global New Products Database, the introduction of new foods and beverages utilizing stevia sweeteners rose by 31% in 2018, an increase of 11% from the previous year. This represents significant growth compared to earlier years when stevia-based sweeteners accounted for only 10% of product launches in 2011, with aspartame in 36% of launches that year. By 2018, stevia was present in 29% of all products featuring high-intensity sweeteners, while aspartame was included in 20%.
Cargill has dedicated considerable time and resources to improve the taste of stevia formulations to better resemble sugar. Its EverSweet product utilizes fermented steviol glycosides Reb D and Reb M, which possess a more sugar-like taste profile. It’s possible that the new ClearFlo ingredient will further enhance the mainstream adoption of stevia. However, Cargill is not alone in this endeavor; other manufacturers are also striving to enhance the taste of stevia extracts. Once ClearFlo becomes commercially available early next year, it could gain significant traction in the market, bolstered by the reputable Cargill brand. If stevia ingredients have evolved enough to more closely mimic sugar, we may see this new ingredient prominently featured on product labels in the coming years. Additionally, the incorporation of calcium citrate and vitamin D could further enrich these products, appealing to health-conscious consumers and enhancing their marketability.