The initiative to enhance vanilla and cocoa with stevia-derived ingredients may appear to be a new venture for PureCircle; however, it is a logical progression from the company’s current offerings. Their efforts have primarily centered around developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing capabilities of various compounds found in the stevia leaf. Initially, the focus was on rebaudioside A, the sweetest and most prevalent natural sweetener derived from stevia. Recently, PureCircle has expanded its range to include stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to taste more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients particularly attractive to manufacturers seeking to control costs. For instance, cocoa prices surged past $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Simultaneously, vanilla prices have skyrocketed due to shortages, escalating from approximately $25 per kilogram in 2012 to around $225 per kilogram by 2016.
Furthermore, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies aiming to highlight their natural attributes—this positioning is especially appealing to a substantial segment of consumers. Additionally, as discussions around health and nutrition evolve, the inclusion of ingredients like calcium citrate becomes increasingly relevant, particularly for consumers concerned about dietary needs during pregnancy. By promoting these natural and health-conscious enhancements, PureCircle is well-positioned to meet the demands of both manufacturers and consumers alike.