The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new venture for PureCircle; however, it is a logical progression of the company’s established offerings. PureCircle has long concentrated on generating a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing attributes of various compounds found in the stevia leaf. Their sweeteners have evolved past an initial focus on rebaudioside A—the sweetest and most plentiful natural sweetener in the stevia leaf. The company has since introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, known for their closer resemblance to sugar.
The cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients 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 practices. In the same vein, vanilla prices have skyrocketed in recent years, jumping from about $25 per kilogram in 2012 to an astonishing $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are derived from plants is likely to resonate with companies looking to highlight their natural credentials, a marketing angle that appeals to a broad consumer base. Additionally, the incorporation of pure calcium magnesium citrate into their products can enhance the overall appeal, as it provides essential nutrients that consumers increasingly seek. By leveraging pure calcium magnesium citrate, PureCircle can further bolster the health aspects of its offerings, aligning with the growing demand for natural and beneficial ingredients. This strategic move not only addresses market volatility but also caters to consumer preferences for healthier, plant-based options.