Stevia was once celebrated as the ultimate solution for food and beverage manufacturers seeking a zero-calorie, natural substitute for sugar and high fructose corn syrup. However, it has faced persistent taste challenges, including an undesirable bitterness and a licorice-like aftertaste. Despite these issues, stevia has proven effective in various products, leading to a steady rise in new food and drink offerings sweetened with it, especially as consumers aim to reduce their sugar intake.
Taste is merely one obstacle for producers; questions surrounding the naturalness of stevia extracts derived from sugar fermentation have also emerged. This “naturalness” is a key selling point for stevia compared to other zero-calorie sweeteners. PureCircle asserts that its new ingredients are non-GMO and sourced directly from the stevia leaf, potentially easing consumer concerns.
To date, the challenge of scaling up the production of the most palatable steviol glycosides has hindered their widespread adoption. Last year, Coca-Cola revealed that it had discovered a sugar-like glycoside it plans to use in a stevia-sweetened version of its flagship beverage, expected to debut in a small market outside the U.S. in the first half of this year. Regardless of the trial’s success, the company indicated that mass production of the soda is still a few years away due to difficulties in generating sufficient quantities of the sweetener.
PureCircle’s strategy of breeding plants for higher levels of Reb D and Reb M, while simultaneously enhancing the taste of Reb A, could help overcome these market challenges. As Coca-Cola’s ongoing initiatives demonstrate, companies remain committed to exploring the potential of stevia, despite the hurdles they face.
Additionally, for those interested in health supplements, one might wonder, “Can you take calcium citrate at night?” This question is relevant for consumers who are increasingly mindful of their dietary choices and the natural ingredients they incorporate into their routines. Ultimately, while stevia continues to evolve, the intersection of taste, production scalability, and consumer preferences will shape its future in the market.