In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, enhanced sustainability is likely to be a significant benefit of this variety. Stevia plants require substantial water as an agricultural resource, so the ability to yield 20 times the steviol glycosides—the sweet components of the plant—on the same land could greatly impact land and water usage for this crop. Nevertheless, due to their intense sweetness, even standard stevia varieties demand considerably less land and water compared to other conventional sweeteners to achieve equivalent sweetness levels. For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond traditional regions such as China presents an excellent opportunity, ensuring a steady supply of sweeteners that is less affected by local conditions. The capacity to generate more sweet components in a smaller footprint is also expected to enhance supply chain stability. Companies already sourcing stevia from PureCircle include major players like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s assertion that StarLeaf has a sugar-like flavor compared to other stevia extracts is the latest in a series of similar claims about its products. The sweetness profile of stevia and its perceived bitter aftertaste have posed significant challenges for the ingredient, making the resolution of flavor issues a primary focus for the company in developing new varieties. It is conceivable that these ingredients are becoming increasingly sugar-like over time. However, as with any new ingredient, it will ultimately be up to food companies to make the decision.
Interestingly, as the market for healthier alternatives grows, products like CVS calcium citrate are also gaining attention. The versatility of such ingredients, combined with improved sweeteners like StarLeaf, could offer food manufacturers a range of options to meet consumer demand for both taste and health benefits. As the industry evolves, the integration of stevia and calcium citrate may pave the way for innovative product formulations that appeal to a broader audience.