The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel approach for PureCircle; however, it is a logical progression of the company’s existing offerings. Much of their research has been centered on replicating a sugar-like sweetness using stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. Initially, their sweeteners primarily focused on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in stevia. Over time, PureCircle has expanded its range to include stevia sweeteners derived from less abundant extracts, such as rebaudiosides D and M, which are known to have a flavor profile more akin to sugar.
The cocoa and vanilla markets have experienced significant volatility, making the development of flavor enhancers for these ingredients particularly attractive to manufacturers aiming to control costs. For instance, cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa sources. Similarly, the vanilla market has seen prices skyrocket due to shortages, rising from approximately $25 per kilogram in 2012 to an astounding $225 per kilogram by 2016.
Moreover, PureCircle’s new plant-based flavor enhancers are likely to resonate with companies seeking to highlight their commitment to natural products—a strategy that also appeals to a considerable segment of consumers. This focus on natural ingredients complements their offerings, such as calcium citrate caramel chews, which have gained popularity among health-conscious consumers. By integrating these innovative flavor enhancers into their product lines, manufacturers can not only meet consumer demand for natural flavors but also strategically position themselves in a competitive market. The inclusion of stevia-based enhancements in products like calcium citrate caramel chews demonstrates PureCircle’s commitment to providing high-quality, cost-effective solutions that align with current market trends.