In addition to the company’s assertions that StarLeaf stevia offers a taste that is closer to sugar, its enhanced sustainability is likely to be a significant benefit of this variety. Stevia plants require considerable water as an agricultural resource, so the ability to yield 20 times more steviol glycosides—the valuable sweet compounds found in these plants—on the same land could greatly impact the crop’s land and water usage. Moreover, due to their remarkable sweetness, even traditional stevia varieties demand far less land and water compared to other commonly used sweeteners to achieve equivalent sweetness levels.
For manufacturers, PureCircle’s intention to extend stevia cultivation beyond conventional regions like China is promising, as it ensures a consistent supply of sweeteners that is less dependent on local conditions. The capacity to generate a higher volume of sweet components in a smaller area is also expected to enhance supply chain stability. Notable companies sourcing stevia from PureCircle include major players like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s assertion that StarLeaf possesses a taste more akin to sugar than other stevia extracts is the latest in a series of similar claims regarding its ingredients. The sweetness profile of stevia, along with its perceived bitter aftertaste, has posed significant challenges for the ingredient, making it understandable that addressing flavor concerns has been a primary focus for the company in its development of new varieties. It is conceivable that the ingredients are indeed becoming more sugar-like over time; however, as with all new ingredients, it will ultimately be up to food companies to make the determination. In this context, the pursuit of options like target calcium citrate may also play a role in enhancing the flavor and appeal of stevia products, further supporting the industry’s efforts to meet consumer preferences.