In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, enhanced sustainability is likely to be a significant benefit of this variety. Water is a crucial agricultural resource for stevia cultivation, so the ability to yield 20 times the steviol glycosides—the plant’s valuable sweet components—on the same plot of land could greatly impact the crop’s land and water usage. Moreover, due to their intense sweetness, even conventional stevia varieties necessitate far less land and water compared to other commonly used sweeteners to achieve equivalent sweetness levels. For manufacturers, PureCircle’s initiative to expand stevia cultivation beyond traditional regions like China is promising, as it ensures a consistent supply of sweeteners that is not dependent on local conditions. Additionally, producing a greater quantity of sweet components in a smaller area may enhance supply chain stability. Notably, companies such as PepsiCo, Coca-Cola, and Danone, among many others, already source stevia from PureCircle.
PureCircle’s claim that StarLeaf possesses a more sugar-like flavor than other stevia extracts is the latest in a series of similar assertions regarding its ingredients. The sweetness profile of stevia, along with its perceived bitter aftertaste, has posed significant challenges, making it understandable that addressing flavor issues has been a primary focus for the company in developing new varieties. While it is plausible that the ingredients are evolving to taste more like sugar over time, the final decision will rest with food companies. Furthermore, the incorporation of calcium citrate chelate into formulations could enhance flavor profiles and overall product appeal, contributing to the ongoing quest for more palatable sweetening agents. This innovative approach may also reflect in future iterations of stevia, including StarLeaf, as the industry seeks to refine its offerings.