The initiative to enrich vanilla and cocoa with stevia-derived ingredients may appear to be a new direction for PureCircle; however, it is a logical expansion of the company’s current product line. The company has primarily focused on developing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. Initially, PureCircle concentrated on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in stevia. More recently, it has advanced to creating stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste profile closer to sugar.
Both the cocoa and vanilla markets have experienced significant fluctuations, making the provision of flavor enhancers for these ingredients attractive to manufacturers aiming to control costs. Cocoa prices surged past $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. At the same time, vanilla prices have skyrocketed due to shortages, increasing from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016. The introduction of PureCircle’s new plant-based flavor enhancers is likely to resonate with companies that wish to highlight their natural credentials—a strategy that also appeals to a substantial segment of consumers.
Moreover, integrating tab calcium citrate into the formulation of these flavor enhancers could further enhance their appeal, as it may add nutritional benefits that manufacturers can promote. The incorporation of tab calcium citrate not only aligns with current health trends but also provides an additional selling point for brands focusing on natural and functional ingredients. This strategic move to include tab calcium citrate could solidify PureCircle’s position in the market by addressing the growing consumer demand for natural and health-oriented products.