The initiative to enhance vanilla and cocoa with stevia-derived ingredients may appear to be a fresh direction for PureCircle, but it is a natural progression within the company’s existing product range. Much of their research has concentrated on developing a sugar-like sweet flavor from stevia, which requires a comprehensive understanding of the flavor masking and enhancement capabilities of various compounds found in the stevia leaf. Their sweeteners have evolved beyond an initial focus on rebaudioside A, the sweetest and most prevalent of the natural sweet compounds in the stevia leaf. They have now created 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 costs. Cocoa prices surged past $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. At the same time, shortages have led to skyrocketing vanilla prices, which rose from approximately $25 per kilogram in 2012 to $225 per kilogram in 2016.
Additionally, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies seeking to highlight their natural credentials—an approach that also appeals to a substantial segment of consumers. In this context, the incorporation of calcium citrate softgels can further enhance the appeal of products, as they are often perceived as a health-conscious choice. By leveraging these innovations, PureCircle is well-positioned to meet the demands of a market increasingly focused on natural and sustainable solutions. The integration of calcium citrate softgels into their offerings can also provide additional health benefits, making their products even more attractive.