The initiative to enhance vanilla and cocoa flavors using stevia-derived ingredients may appear to be a new strategy for PureCircle, but it actually serves as a natural progression of the company’s existing offerings. Much of their research has concentrated on producing a sugar-like sweetness from stevia, which requires an in-depth understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company’s sweeteners have evolved from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf, to now include stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste profile more akin to sugar.
The cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients attractive to manufacturers aiming to control costs. Cocoa prices surged beyond $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Concurrently, vanilla prices have skyrocketed due to shortages, climbing from roughly $25 per kilogram in 2012 to an astonishing $225 per kilogram in 2016.
Moreover, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies eager to highlight their commitment to natural products—a marketing angle that also appeals to many consumers. This is akin to the way Jamieson calcium citrate has carved a niche in the health supplements market by emphasizing its natural ingredients, which consumers increasingly seek. As the demand for both natural and sustainable products rises, PureCircle’s innovations in flavor enhancement stand to benefit alongside trends like those seen with Jamieson calcium citrate, further aligning with consumer preferences.