The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new path for PureCircle, but it is actually a logical progression of the company’s current offerings. Much of PureCircle’s efforts have been dedicated to generating a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing properties of various compounds found within the stevia leaf. The company has transitioned from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf, to developing stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a flavor profile more akin to sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients is likely to attract manufacturers seeking to control their costs. For instance, cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa farming practices. At the same time, vanilla prices have dramatically increased due to shortages, escalating from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Additionally, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies aiming to highlight their natural ingredients, a strategy that is appealing to a broad consumer base. Incorporating ingredients such as calcium citrate D3 magnesium into their products can further enhance this natural positioning, as consumers increasingly prefer products that promote health and sustainability. By emphasizing these attributes, companies can effectively meet the growing demand for healthier and more environmentally conscious options in the market.