The initiative to enhance vanilla and cocoa flavors using stevia-derived ingredients may appear to be a novel strategy for PureCircle, but it actually represents a natural progression of the company’s existing offerings. A significant portion of their efforts has been dedicated to developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancement capabilities of various compounds found in the stevia leaf. Their sweeteners have evolved beyond the initial focus on rebaudioside A, the sweetest and most prevalent naturally occurring sweet compound in the stevia leaf. PureCircle has now introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to offer a taste profile more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients particularly attractive to manufacturers aiming to control costs. For instance, cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Simultaneously, vanilla shortages have led to a dramatic increase in prices, rising from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies keen on promoting their natural credentials—a strategy that appeals to a wide consumer base. Additionally, the introduction of products containing 100 mg calcium citrate can further enhance the appeal of these flavor enhancers, providing an added health benefit that aligns with current consumer trends. This focus on plant-based ingredients and nutritional enhancements, including 100 mg calcium citrate, positions PureCircle favorably in a market increasingly driven by health-conscious choices.