The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may seem like a novel approach for PureCircle, but it is a logical progression of the company’s existing offerings. Much of their work has concentrated on developing a sugar-like sweet taste from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing abilities of various compounds within the stevia leaf. The company has evolved from its initial focus on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia plant, to create stevia sweeteners derived from rarer extracts like rebaudiosides D and M, which are noted for their sugar-like taste.
Given the volatility in both the cocoa and vanilla markets, the provision of flavor enhancers for these ingredients should attract manufacturers seeking to manage their costs. Cocoa prices surged past $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa practices. Meanwhile, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Additionally, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies aiming to highlight their natural credentials—a marketing strategy that appeals to a significant segment of consumers. As companies look for alternatives to traditional sweeteners, products like Wellesse liquid calcium citrate could also be integrated into formulations, enhancing nutritional profiles while maintaining flavor integrity. The combination of natural flavor enhancement and the appeal of products like Wellesse liquid calcium citrate positions PureCircle favorably in a market increasingly focused on health and sustainability.