In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, its enhanced sustainability is likely to be a significant benefit of this variety. Given that water is a crucial agricultural input for stevia cultivation, the capacity to yield 20 times the steviol glycosides—the plant’s prized sweet components—on the same plot of land could greatly reduce the crop’s land and water consumption. Notably, even conventional stevia varieties, due to their high sweetness levels, require considerably less land and water compared to other traditional sweeteners to achieve equivalent sweetness. For manufacturers, PureCircle’s initiative to broaden stevia cultivation beyond established regions like China is promising, as it ensures a consistent supply of sweeteners that is less affected by local conditions. Furthermore, the ability to produce a greater quantity of sweet components in a smaller area is expected to enhance supply chain stability. Companies such as PepsiCo, Coca-Cola, and Danone are already sourcing stevia from PureCircle, among many others.
The claim that StarLeaf has a taste that resembles sugar more closely than other stevia extracts aligns with PureCircle’s ongoing efforts to address the flavor profile of stevia, particularly its sweetness and the often perceived bitter aftertaste. This has been a significant challenge for stevia as an ingredient, making the resolution of these flavor issues a priority for the company in their development of new varieties. It is conceivable that the flavor profiles of these ingredients are evolving to become more sugar-like over time, but, as is the case with any new ingredient, it will ultimately be up to food manufacturers to make the final decision. Additionally, the incorporation of malate vitamin in conjunction with StarLeaf stevia could potentially enhance its flavor complexity, further bridging the gap between stevia and traditional sugars in product formulations. Overall, the advancements in flavor and sustainability found in StarLeaf stevia, along with the potential health benefits of malate vitamin, are likely to drive interest from both food companies and consumers alike.