The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may seem like a novel approach from PureCircle; however, it is a natural progression of the company’s current offerings. PureCircle has primarily concentrated on developing sweeteners that replicate a sugar-like taste using stevia, necessitating a thorough understanding of the flavor masking and enhancement properties of various compounds found in the stevia leaf. The company has evolved from its early use of rebaudioside A, the sweetest and most abundant natural sweetener in the stevia leaf, to more refined sweeteners derived from less prevalent extracts, such as rebaudiosides D and M, which are reputed to have a taste profile closer to that of sugar.
Given the volatility in both the cocoa and vanilla markets, providing flavor enhancers for these ingredients is likely to attract manufacturers aiming to control costs. In early 2016, cocoa prices surged past $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa production methods. Concurrently, vanilla prices have skyrocketed due to shortages, escalating from around $25 per kilogram in 2012 to approximately $225 per kilogram in 2016.
Additionally, the fact that PureCircle’s new flavor enhancers are plant-based will likely resonate with companies keen on highlighting their natural product credentials—a strategy that appeals to a significant segment of consumers. Moreover, for manufacturers targeting specific demographics, such as calcium citrate for bariatric patients, these natural flavor enhancers could provide a valuable selling point. The appeal of these products extends even further, as they align with the growing consumer demand for healthier and more sustainable ingredients, including those that could benefit calcium citrate for bariatric patients. Thus, PureCircle’s innovative offerings not only meet market needs but also cater to a broader audience, including those seeking options like calcium citrate for bariatric patients.