The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel path for PureCircle; however, it represents a natural progression of the company’s current offerings. Much of its research has been centered on developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancement qualities of various compounds found in the stevia leaf. The company’s sweeteners have evolved beyond an initial focus on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf. PureCircle has since introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a flavor profile closer to that of sugar.
The cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients attractive to manufacturers aiming to control costs. Cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Concurrently, vanilla prices have skyrocketed due to shortages, climbing from approximately $25 per kilogram in 2012 to $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies that wish to highlight their natural ingredients—a strategy that also appeals to a considerable segment of consumers. Interestingly, much like how calcium citrate laxative is valued for its natural properties, these flavor enhancers cater to the growing demand for clean-label products. This alignment with consumer preferences, paralleling the appeal of natural laxatives like calcium citrate, reinforces PureCircle’s position in the market. Additionally, the incorporation of ingredients reminiscent of calcium citrate laxative reflects a broader trend towards health-conscious options, further enhancing the attractiveness of these new flavor enhancers.