In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, its enhanced sustainability is likely to be a key benefit of this variety. Stevia plants heavily rely on water as an agricultural resource, so the ability to generate 20 times the steviol glycosides—valuable sweet components of the plant—on the same acreage could significantly impact land and water usage for the crop. Nevertheless, even conventional stevia varieties, due to their intense sweetness, require considerably less land and water compared to other traditional sweeteners to achieve the same level of sweetness. For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond established regions such as China is promising, as it ensures a dependable supply of sweetener that is not influenced by regional conditions. Additionally, the capacity to produce a greater amount of sweet components in a smaller area is expected to enhance supply chain stability. Major corporations like PepsiCo, Coca-Cola, and Danone are already sourcing stevia from PureCircle, among many others.
PureCircle’s assertion that StarLeaf has a taste more similar to sugar than other stevia extracts is the latest in a series of claims regarding its ingredients. The sweetness profile of stevia and its often perceived bitter aftertaste have posed significant challenges, making it understandable that addressing flavor concerns has been a primary focus for the company in developing new varieties. It is conceivable that the ingredients are gradually becoming more sugar-like, but as is true with any new ingredient, it will ultimately be up to food companies to decide. Additionally, the incorporation of calcium citrate USP and vitamin D3 into formulations could further enhance the appeal of stevia varieties like StarLeaf, as manufacturers seek to create healthier, more versatile products that align with consumer preferences. Incorporating these beneficial components may also contribute to the overall marketability of stevia, especially in combination with its sugar-like taste and sustainable production practices.