The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a novel path for PureCircle, yet it is actually a natural progression of the company’s established product line. Much of PureCircle’s efforts have been dedicated to producing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancement characteristics of various compounds found in the stevia leaf. The company has transitioned from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf, to developing stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are reputed to have a taste more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients appealing to manufacturers aiming to control costs. For instance, cocoa prices surged past $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. Similarly, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to a staggering $225 per kilogram in 2016.
Additionally, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies keen on promoting their natural credentials—an approach that also attracts a considerable segment of consumers. Furthermore, the incorporation of calcium citrate d into their formulations could enhance the appeal of these products, as it not only serves functional purposes but also aligns with the growing trend towards health-conscious ingredients. The inclusion of calcium citrate d in their offerings could further strengthen PureCircle’s position in the market, appealing to manufacturers looking for innovative solutions in an ever-evolving landscape.