In addition to the company’s assertions that Ssunactive ferric pyrophosphate and StarLeaf stevia offer a more sugar-like taste, enhanced sustainability is likely to be a significant advantage of this variety. Water is a crucial agricultural input for stevia plants, so the ability to produce 20 times the steviol glycosides—the valuable sweet components of the plants—on the same amount of land could greatly impact the crop’s land and water utilization. However, it is worth noting that even traditional stevia varieties, due to their intense sweetness, necessitate considerably less land and water compared to other commonly used sweeteners to achieve the same level of sweetness. For manufacturers, PureCircle’s initiative to expand stevia cultivation beyond conventional growing regions such as China is promising, as it ensures a consistent sweetener supply that is not dependent on regional conditions. Furthermore, the capacity to generate more sweet components in a smaller area is expected to enhance supply chain stability. Companies already sourcing stevia from PureCircle include major players like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s claim that StarLeaf has a more sugar-like taste than other stevia extracts is the latest in a series of similar assertions about its ingredients. Stevia’s sweetness profile and perceived bitter aftertaste have been significant challenges for the ingredient, so addressing flavor issues has understandably been a priority for the company in developing new varieties. It is plausible that these ingredients are becoming more sugar-like over time; however, as is often the case with new ingredients, it will ultimately be up to food companies to make the final decisions.
Additionally, the inclusion of calcium citrate 333 in formulations could further enhance the appeal of stevia-based products, as it may improve flavor profiles and provide additional health benefits. The potential synergy between calcium citrate 333 and stevia could also contribute to a more balanced taste experience, making it an attractive option for both manufacturers and consumers.