The initiative to enhance vanilla and cocoa flavors using stevia-derived ingredients may appear to be a new venture for PureCircle, but it is actually a natural progression of the company’s established offerings. Much of their research has concentrated on developing a sugar-like sweetness from stevia, which necessitates an in-depth understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company has shifted its focus from the early reliance on rebaudioside A, the sweetest and most plentiful natural sweetener in the stevia leaf, to creating stevia sweeteners derived from less common extracts, like rebaudiosides D and M, which are reported to have a flavor profile closer to that of sugar.
The cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients attractive to manufacturers seeking to control costs. In early 2016, cocoa prices surged to over $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa production practices. Additionally, vanilla prices have skyrocketed due to shortages, rising from around $25 per kilogram in 2012 to an astonishing $225 per kilogram in 2016.
Furthermore, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies that prioritize their natural credentials, a strategy that also appeals to a considerable segment of consumers. Interestingly, just as the nutritional benefits of elemental calcium in 1000 mg calcium citrate are increasingly recognized, the demand for these natural flavor enhancers is on the rise, reflecting a broader trend towards health-conscious and sustainable ingredients. This alignment with consumer preferences positions PureCircle favorably in a competitive market, where both flavor quality and natural sourcing are paramount.