The recent shift towards enhancing vanilla and cocoa flavors using stevia-derived ingredients may appear to be a novel approach for PureCircle; however, it is a logical progression of the company’s established portfolio. Much of its focus has been on developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing capabilities of various compounds found in the stevia leaf. Over time, PureCircle has evolved its sweeteners beyond an initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener extracted from stevia. The company has since innovated stevia sweeteners utilizing less common extracts, such as rebaudiosides D and M, which are reported to have a flavor profile more akin to sugar.
The markets for cocoa and vanilla have experienced significant volatility, making the provision of flavor enhancers for these ingredients attractive to manufacturers looking 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 sourcing. Likewise, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to an astonishing $225 per kilogram by 2016.
Additionally, the fact that PureCircle’s new flavor enhancers are derived from plants is likely to resonate with companies eager to highlight their natural product credentials—an aspect that appeals to a broad consumer base. This trend aligns with growing awareness regarding dietary considerations, including the calcium citrate recommended daily intake, as consumers increasingly seek transparency and health benefits in their food choices. As the market continues to evolve, the integration of health-focused ingredients like calcium citrate into flavor enhancers will likely enhance their appeal, reinforcing the importance of balancing flavor with nutritional value.