The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new venture for PureCircle, but it actually represents a natural progression of the company’s current offerings. Much of their research has centered around achieving a sugar-like taste from stevia, which requires a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company has transitioned from an early focus on rebaudioside A, the sweetest and most prevalent natural sweetener in stevia, to developing sweeteners derived from less common extracts like rebaudiosides D and M, which are reported to have a taste profile closer to that of sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients is likely to attract manufacturers aiming to control their costs. Cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa sources. Simultaneously, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies looking to highlight their natural credentials—a positioning that also appeals to a significant segment of consumers. Additionally, incorporating ingredients such as calcium citrate USP and vitamin D3 into their products could further enhance their marketability, as health-conscious consumers increasingly seek natural and beneficial additives. This incorporation could be beneficial not only for flavor enhancement but also for promoting overall health, making PureCircle’s offerings even more attractive in a competitive market.