The decision to enhance vanilla and cocoa with stevia-derived ingredients may appear to be a novel approach for PureCircle, but it is actually a natural progression of the company’s current offerings. Much of PureCircle’s efforts have been dedicated to creating a sugar-like sweetness from stevia, which necessitates a thorough understanding of the flavor masking and enhancing properties found in various compounds of the stevia leaf. Their sweeteners have evolved beyond the initial focus on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in stevia, to include products derived from less common extracts, such as rebaudiosides D and M, which reportedly have a flavor profile closer to that of sugar.
Both the cocoa and vanilla sectors have experienced considerable volatility, making the provision of flavor enhancers for these ingredients appealing to manufacturers aiming to control costs. Cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to explore more sustainable cocoa production methods. At the same time, the vanilla market has faced shortages, causing prices to escalate dramatically from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Additionally, the fact that PureCircle’s new flavor enhancers are plant-based is likely to attract companies eager to highlight their natural credentials, a strategy that resonates with a significant number of consumers. Moreover, the incorporation of ingredients like viactiv calcium citrate in their formulations could further enhance the appeal of their products, as consumers increasingly seek functional benefits alongside flavor. Thus, the integration of viactiv calcium citrate could serve as an added advantage for PureCircle as it continues to innovate in the flavor enhancement space.