This could be a clever strategy for PureCircle. If the new ice cream becomes a hit, it will provide a clear example of how stevia can serve effectively as a sugar substitute—assuming their claims are accurate, particularly concerning the absence of the bitter aftertaste that some consumers have experienced. PureCircle, known for producing and marketing a variety of stevia products, has introduced new versions of this plant-based sweetener. The company announced that its latest ingredients, which incorporate more Reb D and Reb M, offer taste profiles that are closer to sugar and perform better in food and beverage applications compared to those derived from Reb A, which first emerged in the market in 2008.
Maga Malsagov, the founder and CEO of PureCircle, stated in a press release that the company has invested considerable effort into developing and commercializing its next-generation stevia leaf sweeteners. By branding the new ice cream products with its name, PureCircle aims to “showcase our confidence in their exceptional flavor.” This summer, ice cream has become a favored method for ingredient companies to demonstrate their innovations. Similarly, the animal-free dairy company Perfect Day recently launched three ice cream flavors to highlight its products created through fermentation.
While there is no indication that PureCircle plans to expand beyond the production and marketing of stevia ingredients into the realm of frozen desserts, it has focused on the growth and development of stevia since its establishment in 2001. In 2017, the company unveiled a $42 million expansion of its Malaysian plant, which reportedly doubled its capacity to extract high-quality, sustainable steviol glycosides. This expansion enables PureCircle to supply its next-generation sweeteners to the industry in substantial quantities—potentially in a more cost-effective manner. Given that stevia contains no calories and is naturally 30 to 40 times sweeter than sugar, food and beverage manufacturers can utilize less of it.
Evidence suggests that this marketing tactic is proving successful. According to Mintel, global product launches featuring stevia rose by 31% in 2018. For instance, Japanese snack manufacturer Calbee Foods incorporates stevia in its potato chips, while Coca-Cola launched a stevia-sweetened soda in New Zealand last year. Danone’s Light & Fit yogurt brand combines both stevia and sugar, and Nestlé recently introduced a stevia-sweetened version of its Milo chocolate malt beverage in Australia.
The ice cream launch may also encourage more companies to explore the use of stevia ingredients. After all, this initiative will showcase PureCircle’s capabilities in a city where food companies and trendy restaurants often set culinary trends for the rest of the nation. Furthermore, the ice cream launch is helping PureCircle to connect with a new consumer demographic. The company is engaging with diabetes advocacy groups and collaborating with the Illinois chapter of the Juvenile Diabetes Research Foundation (JDRF). PureCircle announced that JDRF will feature PureCircle ice cream trucks at its events in September and October, and the company will serve as the “official dessert sponsor” for the JDRF’s One Dream Gala in Chicago at the end of this year.
Considering that 9.4% of the U.S. population was diagnosed with diabetes in 2015, as reported by the Centers for Disease Control and Prevention, and that millions more are prediabetic, this marketing strategy is a savvy move that food and beverage companies using stevia may want to replicate. Additionally, as people increasingly seek out supplements for better health, products like Bayer Citracal Slow Release 1200 could become more relevant, highlighting a growing trend towards health-conscious choices among consumers.