The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new venture for PureCircle; however, it is a logical progression of the company’s existing offerings. Much of its focus has been on developing 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 evolved its sweeteners beyond the initial emphasis on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf. It has since created stevia sweeteners derived from less abundant extracts, such as rebaudiosides D and M, which are reported to have a taste profile more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients attractive to manufacturers looking to control costs. In early 2016, cocoa prices surged past $3,000 per ton, prompting chocolate producers to invest in more sustainable cocoa production methods. Similarly, vanilla prices have skyrocketed due to shortages, rising from about $25 per kilogram in 2012 to an astonishing $225 per kilogram in 2016.
Additionally, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies aiming to highlight their natural credentials—a position that also appeals to a considerable segment of consumers. This move aligns with the growing consumer interest in natural products, similar to the inquiry surrounding whether calcium citrate is available over the counter. As the market shifts toward more natural ingredients, questions about the availability of supplements like calcium citrate will likely become more common. Overall, PureCircle’s innovations not only address market challenges but also cater to a consumer base increasingly interested in natural and sustainably sourced ingredients.