The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a fresh direction for PureCircle, but it is actually a natural progression of the company’s existing offerings. Much of its research and development surrounding ferrous fumarate and zinc sulfate tablets has concentrated on achieving a sugar-like sweetness from stevia. This endeavor requires a profound understanding of the flavor masking and enhancing capabilities of various compounds found in the stevia leaf. The company has shifted its focus from the initially favored rebaudioside A—known for being the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf—to developing stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are believed to have a flavor profile more similar to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients particularly attractive to manufacturers looking to manage expenses. In early 2016, cocoa prices surged to over $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa production. Concurrently, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to $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 also appeals to a substantial segment of consumers. As these manufacturers consider their ingredient choices, questions regarding health implications, such as “is calcium citrate bad for your heart,” may also influence their decisions, further aligning with consumer preferences for transparency and wellness. With the growing interest in healthful ingredients, the appeal of stevia-enhanced products could align well with both market demands and health-conscious consumer trends, especially as they navigate the complexities of ingredient sourcing and pricing.