In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, the enhanced sustainability of this variety is likely to be a significant benefit. Stevia plants require substantial water for cultivation, making it noteworthy that this variety can yield 20 times the steviol glycosides—the valuable sweet compounds—on the same land area. This could greatly reduce the land and water footprint of stevia production. However, it’s important to note that even standard stevia varieties demand considerably less land and water compared to other widely used sweeteners to achieve equivalent sweetness levels.
For manufacturers, PureCircle’s initiative to broaden stevia cultivation beyond traditional regions such as China is promising, as it ensures a consistent supply of sweeteners that is not dependent on local conditions. The capacity to generate more sweet components within a smaller area is also expected to enhance supply chain stability. Among the numerous companies sourcing stevia from PureCircle are major players like PepsiCo, Coca-Cola, and Danone, to name just a few.
PureCircle’s assertion that StarLeaf provides a sugar-like flavor compared to other stevia extracts is part of a wider trend of similar claims regarding its products. The sweetness profile of stevia, along with its often perceived bitter aftertaste, has posed significant challenges for this ingredient. Therefore, addressing flavor concerns has been a key focus for the company as it develops new varieties. While it is likely that these ingredients are progressively becoming more sugar-like, the ultimate decision rests with food companies. Furthermore, as consumers increasingly seek healthier alternatives, such as bariatric chewable calcium citrate, the demand for improved stevia varieties may continue to rise. This trend could lead to further innovations in sweeteners that align with dietary needs.