The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a novel approach for PureCircle; however, it is a logical progression within the company’s existing offerings. PureCircle has primarily concentrated on developing a sweetness profile similar to sugar using stevia, which requires extensive knowledge of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. Initially, the company focused on rebaudioside A, the sweetest and most prevalent of the naturally occurring sweet compounds in stevia. However, it has since advanced to creating stevia sweeteners from rarer extracts like rebaudiosides D and M, which are reported to have a taste more akin to sugar.
The cocoa and vanilla markets have experienced considerable fluctuations, making the provision of flavor enhancers for these ingredients particularly attractive to manufacturers aiming to control costs. For instance, cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. Similarly, vanilla prices have escalated dramatically over recent years, skyrocketing from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016 due to shortages.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate well with companies keen on highlighting their natural credentials, a strategy that also appeals to a significant segment of consumers. In a world increasingly focused on health and wellness, such as the popularity of bariatric calcium citrate pills among those seeking to improve their nutritional intake, the appeal of clean-label, plant-derived ingredients continues to grow. This trend aligns with PureCircle’s mission to provide innovative solutions that meet both industry demands and consumer preferences.