In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, a key advantage of this variety is likely its enhanced sustainability. Stevia plants require significant amounts of water for cultivation; therefore, the ability to yield 20 times the steviol glycosides—the valuable sweet compounds of the plants—on the same land could greatly reduce both land and water usage for the crop. However, due to their exceptional sweetness, even conventional stevia varieties demand considerably less land and water compared to other traditional sweeteners to achieve equivalent sweetness levels. For manufacturers, PureCircle’s initiative to broaden stevia cultivation beyond typical regions such as China is promising, ensuring a consistent supply of sweeteners that isn’t dependent on local environmental factors. Moreover, producing a larger quantity of sweet components in a smaller area is expected to enhance supply chain stability. Notable companies already sourcing stevia from PureCircle include major players like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s assertion that StarLeaf has a more sugar-like flavor than other stevia extracts aligns with a series of similar claims about its ingredients. The sweetness profile of stevia and its often perceived bitter aftertaste have posed significant challenges, making it a priority for the company to address flavor concerns in developing new varieties. It is conceivable that these ingredients are evolving to taste more sugar-like over time; however, as with any new ingredient, the decision ultimately rests with food manufacturers. Additionally, as consumers seek healthier alternatives, products like Puritan’s Pride calcium citrate may gain traction, highlighting the market’s shift towards more beneficial ingredients, including advancements in stevia flavor profiles.