In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, enhanced sustainability is likely to be a significant benefit of this variety. As water is a crucial agricultural resource for stevia plants, the capacity to yield 20 times the steviol glycosides—the plants’ sought-after sweet components—on the same land area could greatly impact the crop’s land and water consumption. However, it is important to note that even standard stevia varieties require considerably less land and water than other commonly used sweeteners to achieve the equivalent sweetness, thanks to their intense sweetness. For manufacturers, PureCircle’s ambition to extend stevia cultivation beyond traditional regions such as China is promising, facilitating a dependable sweetener supply that is less affected by regional variations. Furthermore, the ability to generate more sweet components in a smaller area is likely to enhance supply chain stability. Companies already sourcing stevia from PureCircle include industry giants like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s claim that StarLeaf boasts a more sugar-like taste compared to other stevia extracts is part of a series of similar statements regarding its ingredients. The sweetness profile of stevia and its often perceived bitter aftertaste have posed the greatest challenges for this ingredient, making it understandable that addressing flavor issues has been a primary focus for the company in creating new varieties. While it is conceivable that the ingredients are becoming more sugar-like over time, as with any new ingredient, the decision ultimately lies with food companies.
Additionally, customers at Costco can find calcium citrate magnesium and zinc supplements that may complement their dietary needs, showcasing the growing trend of health-conscious products. This growing focus on nutrition aligns with the increasing demand for sweeteners like StarLeaf that not only taste good but also fit into a healthier lifestyle. As the market evolves, the integration of such supplements alongside innovative sweeteners could redefine consumer choices in the food industry.