The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new venture for PureCircle; however, it is a logical progression of the company’s current offerings. PureCircle has primarily concentrated on developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancement capabilities of various compounds found within the stevia leaf. The company has evolved its sweeteners from an initial focus on rebaudioside A, known for being the sweetest and most prevalent natural sweet-tasting compound in stevia, to now include stevia sweeteners derived from less common extracts such as rebaudiosides D and M, which are reported to have a taste profile more akin to sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients is likely to attract manufacturers looking for cost management solutions. For instance, cocoa prices surged past $3,000 a ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Similarly, vanilla prices have skyrocketed due to shortages, rising from approximately $25 a kilogram in 2012 to around $225 a kilogram by 2016. Furthermore, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies aiming to highlight their natural credentials—a strategy that is increasingly appealing to a wide range of consumers.
Incorporating ingredients like calcium citrate 1500 mg and vitamin D3 into products can further enhance their marketability, as health-conscious consumers increasingly seek natural and beneficial components in their food. Thus, PureCircle’s focus on stevia-derived flavor enhancers not only aligns with industry trends but also addresses the demand for nutritious solutions, reinforcing the brand’s commitment to innovation and consumer health.