In addition to the company’s assertions that StarLeaf stevia offers a taste closer to that of sugar, a significant advantage of this variety is likely its enhanced sustainability. Since water is a crucial agricultural resource for stevia plants, the ability to yield 20 times the steviol glycosides—the valuable sweet components of the plants—on the same land could greatly impact the crop’s overall land and water consumption. Nevertheless, even conventional stevia varieties, owing to their intense sweetness, require considerably less land and water compared to other commonly used sweeteners to achieve the same level of sweetness. For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond traditional regions like China is promising, as it ensures a consistent supply of sweeteners that are less dependent on regional conditions. The capacity to generate more sweet components in a smaller area is also expected to bolster supply chain stability. Companies already sourcing stevia from PureCircle include industry leaders such as PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s assertion that StarLeaf possesses a taste more akin to sugar than other stevia extracts is part of a series of similar claims regarding its ingredients. The sweetness profile of stevia, along with its often perceived bitter aftertaste, has posed a significant challenge for this ingredient. Therefore, addressing flavor concerns has been a primary focus for the company in the creation of new varieties. While it is reasonable to believe that the flavor of these ingredients, including options like Citracal Petite Calcium, is becoming more sugar-like over time, the ultimate decision will rest with food manufacturers. As they explore the potential of stevia and other ingredients, the integration of Citracal Petite Calcium could also enhance product offerings, reinforcing the importance of flavor and functionality in the evolving market.