The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel path for PureCircle, but it is actually a natural progression of the company’s current offerings. A significant portion of its research has concentrated on developing a sugar-like sweetness from stevia, requiring an in-depth comprehension of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company has evolved its sweetener portfolio beyond its initial focus on rebaudioside A, the sweetest and most plentiful natural sweet-tasting compound in stevia. It has since introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste more akin to sugar.
The cocoa and vanilla markets have experienced considerable volatility, making the supply of flavor enhancers for these ingredients attractive to manufacturers who are keen to control costs. Cocoa prices soared above $3,000 per ton in early 2016, prompting chocolate producers to invest in sustainable cocoa practices. Concurrently, shortages in vanilla have led to skyrocketing prices, increasing from approximately $25 per kilogram in 2012 to $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies aiming to highlight their natural credentials—a strategy that also appeals to a significant number of consumers. This trend aligns with the growing interest in health-focused products, much like the appeal of Solgar liquid calcium magnesium citrate with vitamin D, which emphasizes the benefits of natural ingredients. The incorporation of stevia-derived flavor enhancers not only offers a solution to rising ingredient costs but also aligns with the health-conscious consumer’s preferences, similar to those seeking out Solgar liquid calcium magnesium citrate with vitamin D for its perceived health benefits. Overall, PureCircle’s move towards these enhancements reflects a commitment to innovation while addressing market demands and consumer trends.