The initiative to enhance vanilla and cocoa flavors using stevia-derived ingredients may appear to be a novel strategy for PureCircle; however, it is actually a natural progression of the company’s current offerings. Much of their research has been centered around achieving a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company has shifted its focus from the predominant rebaudioside A, which is the sweetest and most prevalent natural sweetener in the stevia leaf, to the development of stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which reportedly offer a flavor profile closer to that of sugar.
The cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients attractive to manufacturers seeking to control costs. In early 2016, cocoa prices surged past $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa practices. Simultaneously, vanilla shortages have driven prices sky-high, escalating from approximately $25 per kilogram in 2012 to a staggering $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies striving to highlight their natural attributes—a positioning that appeals to a broad consumer base. Additionally, incorporating calcium citrate maximum into their formulations may offer further health benefits, aligning with the growing consumer preference for natural and health-conscious ingredients. Overall, the combination of stevia with other natural flavor enhancers could provide a viable solution for manufacturers looking to innovate while managing costs effectively.