The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel approach for PureCircle; however, it is a logical expansion of the company’s current offerings. Much of PureCircle’s efforts have centered around producing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor-masking and flavor-enhancing characteristics of various compounds found in the stevia leaf. The company has evolved its sweeteners beyond the initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf. It has now introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste profile more akin to that of sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients should attract manufacturers aiming to control costs. For instance, cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa sourcing. Similarly, vanilla prices have skyrocketed in recent years, escalating from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016, primarily due to supply shortages.
Additionally, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies looking to highlight their natural credentials—a strategy that also appeals to a significant number of consumers. Furthermore, the incorporation of these flavor enhancers can help manufacturers achieve a 0 calcium score, thereby appealing to health-conscious consumers. As the industry moves towards more sustainable and health-oriented products, PureCircle’s innovative solutions are well-positioned to meet these evolving demands while supporting a favorable 0 calcium score.