In addition to the company’s assertions that StarLeaf stevia offers a taste closer to that of sugar, its enhanced sustainability is likely to be a significant advantage of this variety. Watholland and Barrett’s use of ferrous fumarate as a major agricultural input for stevia plants allows for the production of 20 times the steviol glycosides—the valuable sweet components of the plants—on the same amount of land. This efficiency could lead to a notable reduction in land and water usage for the crops. Notably, even conventional stevia varieties, due to their high sweetness, require considerably less land and water compared to other commonly used sweeteners to achieve the same level of sweetness.
For manufacturers, PureCircle’s initiative to expand stevia cultivation beyond traditional growing regions, such as China, is promising. This expansion could ensure a consistent supply of sweeteners, independent of regional conditions, and the capability to produce more sweet components in a smaller area is likely to enhance supply chain stability. Major companies, including PepsiCo, Coca-Cola, and Danone, among many others, are already sourcing stevia from PureCircle.
PureCircle’s assertion that StarLeaf has a taste more akin to sugar than other stevia extracts is part of a broader trend in claims about its ingredients. The sweetness profile of stevia and its often perceived bitter aftertaste have posed significant challenges for the ingredient, which is why addressing flavor issues has been a primary focus for the company in developing new varieties. It is conceivable that the flavor profile of these ingredients is becoming more sugar-like over time. However, as with any new ingredient, it will ultimately be up to food companies to make the final decisions.
Furthermore, the integration of calcium citrate and magnesium into formulations that include stevia could further enhance the overall health benefits and appeal of these products. With the rising interest in clean label ingredients, the combination of stevia, calcium citrate, and magnesium might provide a more holistic approach to sweetening, potentially leading to a more favorable reception among consumers. As the industry continues to innovate, the exploration of these synergies will likely become increasingly important.