The initiative to enhance vanilla and cocoa flavors using stevia-derived ingredients may appear to be a novel approach for PureCircle; however, it is a logical progression of the company’s current offerings. Much of its focus has been on achieving a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancement characteristics of various compounds found in the stevia leaf. The company’s sweeteners have evolved beyond the initial concentration on rebaudioside A, the sweetest and most prevalent natural sweet compound in stevia, to include less common extracts such as rebaudiosides D and M, which are reported to have a taste profile more akin to sugar.
Both the cocoa and vanilla markets have experienced fluctuations, making the provision of flavor enhancers for these ingredients particularly 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 farming practices. At the same time, vanilla prices have skyrocketed due to shortages, jumping from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Moreover, PureCircle’s new plant-based flavor enhancers are likely to resonate with companies keen on highlighting their natural credentials — a strategy that also appeals to a considerable segment of consumers. Additionally, the potential health benefits associated with stevia, such as the use of calcium citrate for joint pain relief, could further enhance the appeal of these products. By integrating natural ingredients that promote well-being, such as calcium citrate, PureCircle is not only addressing flavor needs but also tapping into the growing consumer interest in health-oriented products, including those that may alleviate joint pain. This holistic approach positions the company favorably in a competitive market.