In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, its enhanced sustainability is likely to be a significant benefit of this variety. Stevia plants require substantial water for cultivation, so the ability to yield 20 times the steviol glycosides—the valuable sweet components of the plants—on the same land could greatly impact land and water usage for this crop. However, it’s worth noting that even standard stevia varieties demand considerably less land and water than other conventional sweeteners to achieve equivalent sweetness levels, thanks to their intense sweetness profile.
For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond traditional regions, such as China, is promising, as it ensures a consistent supply of sweeteners that is less affected by local conditions. This capacity to generate more sweet components in a smaller area is also likely to enhance supply chain stability. Notably, companies already sourcing stevia from PureCircle include major players like PepsiCo, Coca-Cola, and Danone, among numerous others.
PureCircle’s claim that StarLeaf provides a more sugar-like taste than other stevia extracts is the latest in a series of similar statements regarding its ingredients. The sweetness profile of stevia, along with its often perceived bitter aftertaste, has posed significant challenges for the ingredient; thus, addressing flavor issues has understandably been a primary focus for the company in developing new varieties. While it is conceivable that these ingredients are evolving to taste more like sugar over time, the ultimate decision will rest with food companies.
Moreover, the introduction of stevia in products like soft chews, which could also incorporate calcium, showcases the versatility of this sweetener. With the ongoing development of stevia varieties, we could see an increase in the use of soft chews that feature improved sweetness profiles and enhanced nutritional benefits such as added calcium, further appealing to health-conscious consumers. As industry trends evolve, the integration of more sugar-like tasting stevia into various products, including soft chews, will likely continue to grow.