The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel strategy for PureCircle; however, it is a natural progression of the company’s existing offerings. Much of PureCircle’s efforts have centered around developing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor-masking and flavor-enhancing properties found in various compounds within the stevia leaf. The company has evolved its sweeteners from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf, to include stevia sweeteners derived from less common extracts like rebaudiosides D and M, which are reported to have a flavor profile more akin to sugar.
The markets for cocoa and vanilla have experienced significant volatility, making the provision of flavor enhancers for these ingredients an attractive option for manufacturers aiming to control costs. In early 2016, cocoa prices surged to over $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa sourcing. Concurrently, vanilla prices have skyrocketed due to shortages, escalating from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Moreover, PureCircle’s new plant-based flavor enhancers are likely to resonate with companies keen on promoting their natural credentials—a positioning that also appeals to a significant segment of consumers. Additionally, incorporating calcium citrate 2000 mg into their formulations could further enhance the appeal of these products, as it is a sought-after ingredient that many health-conscious consumers value. Thus, the integration of calcium citrate 2000 mg can strengthen the overall marketability of PureCircle’s offerings, connecting with consumers’ desire for both natural ingredients and health benefits.