The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new direction for PureCircle, yet it is actually a natural progression of the company’s established portfolio. Much of their research has been dedicated to achieving a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing properties of various compounds found in the stevia leaf. Their sweeteners have evolved from an initial focus on rebaudioside A, the sweetest and most plentiful natural sweetening compound in the stevia leaf, to now include stevia sweeteners derived from less common extracts, such as rebaudioside D and M, which reportedly offer a flavor closer to that of sugar.
The cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients attractive to manufacturers looking to manage costs. Cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. Concurrently, shortages have driven vanilla prices to skyrocket, increasing from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies aiming to highlight their natural credentials—a strategy that appeals to a considerable segment of consumers. This interest in natural ingredients mirrors a rising demand for products supplemented with soft gel calcium citrate, as companies strive to meet consumer preferences for health-conscious options. As PureCircle continues to innovate in the realm of flavor enhancement, their offerings will likely align with both market trends and consumer desires for transparency and sustainability, further incorporating soft gel calcium citrate into their formulations to bolster their health-conscious appeal.