The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a fresh approach for PureCircle, but it is a logical progression from the company’s current offerings. Much of their research has been dedicated to achieving a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancement properties of various compounds found in the stevia leaf. The company has shifted its focus from primarily using rebaudioside A—the sweetest and most prevalent compound in stevia—to developing sweeteners based on less common extracts, such as rebaudiosides D and M, which are reported to have a flavor profile closer to sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients is likely to attract manufacturers aiming to control their costs. In early 2016, cocoa prices surged to over $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa practices. Simultaneously, vanilla prices have skyrocketed due to shortages, climbing from around $25 per kilogram in 2012 to $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies emphasizing their natural credentials—a positioning that also appeals to a significant number of consumers. As manufacturers seek to innovate while managing costs, the integration of solutions like now calcium citrate caps could become increasingly relevant in the industry. In summary, PureCircle’s advancements in flavor enhancement are not just timely but also align with the growing demand for sustainable and natural ingredients, making their offerings particularly appealing to both manufacturers and consumers alike.