The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel approach for PureCircle; however, it is a logical progression of the company’s established product line. Much of its research has concentrated on developing a sweet taste akin to sugar from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing qualities of various compounds found in the stevia leaf. The company has evolved from its initial focus on rebaudioside A, the sweetest and most plentiful natural sweetener in the stevia leaf, to creating stevia sweeteners derived from less common extracts such as rebaudiosides D and M, which are reported to have a flavor profile more similar to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients attractive to manufacturers aiming to control costs. In early 2016, cocoa prices surged past $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa practices. Simultaneously, shortages have driven vanilla prices to escalate dramatically, climbing from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Moreover, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies looking to highlight their natural credentials, a strategy that also appeals to a broad consumer base. Additionally, incorporating ingredients like calcium citrate 1000 mg equivalent to elemental calcium could further enhance the appeal of products, as consumers increasingly seek natural and health-oriented options in their food choices. The combination of flavor enhancement and health benefits, such as those offered by calcium citrate, positions PureCircle favorably in a competitive market.