The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a novel approach for PureCircle, but it naturally complements the company’s existing product range. Much of PureCircle’s focus has been on developing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing properties found in various compounds of the stevia leaf. The company has progressed beyond its initial concentration on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf. It has now introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reported to have a taste profile 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 their costs. In early 2016, cocoa prices soared to over $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa sourcing. At the same time, vanilla prices skyrocketed due to shortages, increasing from approximately $25 per kilogram in 2012 to an astounding $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies seeking to highlight their natural product credentials—a strategy that appeals to a substantial segment of consumers. Additionally, as manufacturers consider the formulation of their products, they may also want to evaluate how much citrate is in calcium citrate to enhance their offerings further. This focus on natural ingredients and the economic pressures within the cocoa and vanilla markets positions PureCircle’s innovations as timely and relevant. Companies can benefit from understanding how much citrate is in calcium citrate, as this knowledge can assist in optimizing their formulations while emphasizing natural flavors.