The initiative to enhance vanilla and cocoa with stevia-derived ingredients might appear to be a novel strategy for PureCircle, yet it is a logical continuation of the company’s established portfolio. Much of its research and development has concentrated on generating a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. The company has progressed beyond its initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf, to develop stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients particularly 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 production methods. In parallel, vanilla prices have skyrocketed due to shortages, jumping from around $25 per kilogram in 2012 to approximately $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are derived from plants is likely to resonate with companies seeking to highlight their natural credentials—a marketing strategy that is also appealing to a substantial customer base. Additionally, the incorporation of calcium citrate in these formulations could further enhance their appeal, as it is known to provide health benefits. Overall, the focus on these innovations positions PureCircle well within a competitive market.