In addition to the company’s assertion that StarLeaf stevia offers a taste more akin to sugar, a significant advantage of this variety is its enhanced sustainability. Stevia plants require substantial water for cultivation, so the ability to yield 20 times the steviol glycosides—the sweet compounds of the plant—on the same land could lead to marked improvements in land and water efficiency. However, it’s worth noting that even conventional stevia varieties are already more efficient than many traditional sweeteners, needing less land and water to achieve the same sweetness levels due to their intense sweetness.
For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond traditional regions like China is promising, as it ensures a consistent supply of sweeteners that are less dependent on local conditions. This capacity to generate more sweet components in a smaller area is expected to bolster supply chain stability. Notably, industry leaders such as PepsiCo, Coca-Cola, and Danone are among the many companies already sourcing stevia from PureCircle.
PureCircle’s claim that StarLeaf mimics a sugar-like taste better than other stevia extracts is part of a broader trend of similar assertions regarding its ingredients. The sweetness profile of stevia, often marred by a perceived bitter aftertaste, has posed significant challenges, making the resolution of flavor issues a key focus in the development of new varieties. While it is conceivable that the flavor of these ingredients is improving over time, ultimately, it will be up to food companies to make the final decisions regarding their use.
Additionally, the integration of products like wls calcium soft chews into the market may complement the appeal of stevia, particularly as manufacturers seek to enhance the overall consumer experience. As the landscape of sweeteners evolves, the potential for innovative combinations like this could further influence industry choices and consumer preferences.