The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a fresh approach for PureCircle; however, it is a natural progression of the company’s current offerings. Much of PureCircle’s efforts have concentrated on producing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancement capabilities of various compounds found within the stevia leaf. The company’s sweeteners have evolved from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf, to include formulations based on less common extracts like rebaudiosides D and M, which are believed to provide a taste more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients attractive to manufacturers aiming to control costs. Cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa farming practices. At the same time, vanilla prices have skyrocketed due to shortages, rising from around $25 per kilogram in 2012 to $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is expected to resonate with companies that wish to highlight their commitment to natural ingredients—a positioning that also appeals to a considerable segment of consumers. In addition, incorporating health-focused products like calcium citrate magnesium hydroxide vitamin D3 and zinc sulphate tablets into their offerings could further enhance the appeal. Ultimately, the integration of these flavor enhancers with health-conscious elements may provide manufacturers with a comprehensive solution that meets consumer demands for both taste and nutrition.