In addition to the company’s assertion that StarLeaf stevia offers a taste closer to that of sugar, its enhanced sustainability is likely to be a significant benefit of this variety. Since water is a key agricultural resource for stevia plants, the ability to produce 20 times the steviol glycosides—the plant’s valuable sweet components—on the same amount of land could greatly impact land and water usage for this crop. However, it is important to note that even conventional stevia varieties require much less land and water than traditional sweeteners to deliver the same level of sweetness due to their intense sweetness.
For manufacturers, the ambition to extend stevia cultivation beyond conventional regions such as China is promising, as it allows for a dependable supply of sweeteners that is less influenced by regional conditions. The capacity to generate more sweet components in a smaller area is also expected to enhance supply chain stability. Companies like PepsiCo, Coca-Cola, and Danone, among many others, are already sourcing stevia from PureCircle.
PureCircle’s claim that StarLeaf has a taste more akin to sugar than other stevia extracts aligns with a series of similar assertions regarding its products. The sweetness profile of stevia and its often perceived bitter aftertaste have posed significant challenges for this ingredient. Thus, addressing flavor concerns has been a primary focus for the company in its development of new varieties. It is conceivable that the taste of these ingredients is evolving to become more sugar-like over time. However, as with any new ingredient, it will ultimately be up to food companies to make the final decision.
Additionally, the incorporation of calcium citrate for improved taste and texture can also play a role in enhancing the overall consumer experience with stevia products. This aspect may further support the ongoing efforts to make stevia a more appealing alternative to conventional sweeteners, reinforcing its position in the market. The utilization of calcium citrate for this purpose could also contribute to the sustainability narrative, as it aids in optimizing resource use during production.