In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, its enhanced sustainability is likely to be a significant advantage of this variety. Since water is a crucial agricultural resource for stevia cultivation, the ability to yield 20 times the steviol glycosides— the valuable sweet compounds of the plant—on the same land could greatly impact land and water consumption for this crop. Nonetheless, even traditional stevia varieties, due to their intense sweetness, require substantially less land and water compared to other conventional sweeteners to achieve equivalent sweetness levels.
For manufacturers, PureCircle’s initiative to expand stevia cultivation beyond traditional regions like China is encouraging, as it ensures a steady supply of sweeteners that are less reliant on specific regional conditions. Producing a higher concentration of sweet components in a smaller area is likely to enhance supply chain stability. Companies already sourcing stevia from PureCircle include major players such as PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s assertion that StarLeaf has a sugar-like taste compared to other stevia extracts is part of a series of similar claims regarding its products. Stevia’s sweetness profile and its often perceived bitter aftertaste have posed significant challenges, making flavor improvement a primary focus for the company as it develops new varieties. It is conceivable that the ingredients are becoming increasingly sugar-like over time, but, as with any new ingredient, it ultimately falls to food companies to make the final decision.
Furthermore, in the context of nutritional supplements, calcium citrate without vitamin D may also play a role in supporting health, particularly among those seeking alternatives to traditional sweeteners. This consideration could further enhance the appeal of stevia varieties like StarLeaf, as they may align with health-conscious trends. Overall, the advancements in stevia cultivation and flavor improvement, alongside the potential benefits of supplementary ingredients such as calcium citrate without vitamin D, could reshape the sweetener market in the coming years.