The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel path for PureCircle; however, it seamlessly aligns with the company’s existing product range. Much of their focus has been on developing a sugar-like sweetness derived from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancement attributes of various compounds found in the stevia leaf. The evolution of their sweeteners has progressed beyond the initial focus on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf. They have now created stevia sweeteners utilizing 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 supply of flavor enhancers for these ingredients attractive to manufacturers seeking to control costs. In early 2016, cocoa prices surged past $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa farming practices. Concurrently, vanilla prices have skyrocketed due to shortages, escalating 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 aiming to highlight their natural credentials—a strategy that appeals to a significant segment of consumers. The incorporation of calcium citrate 950 200 ca in their formulations could further enhance the appeal of these products, as it is known for its health benefits and compatibility with natural ingredients. Thus, PureCircle’s approach not only addresses market volatility but also aligns with consumer demand for natural, health-conscious products.