In addition to the company’s assertions that StarLeaf stevia offers a taste more akin to sugar, its enhanced sustainability is likely to be a significant advantage of this variety. Stevia plants require substantial water as an agricultural input, so the ability to produce 20 times the steviol glycosides—the valuable sweet components of the plants—on the same land could greatly impact the crop’s land and water usage. However, even conventional stevia varieties, due to their intense sweetness, necessitate far less land and water compared to other commonly used sweeteners to achieve the same level of sweetness. For manufacturers, PureCircle’s initiative to broaden stevia cultivation beyond traditional regions like China is promising, as it provides a consistent sweetener supply that is less dependent on local conditions. The capacity to generate more sweet components in a reduced area is also likely to enhance supply chain stability. Companies already sourcing stevia from PureCircle include major industry players like PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s claim that StarLeaf has a sugar-like taste compared to other stevia extracts is just the latest in a series of similar assertions regarding its ingredients. The sweetness profile of stevia, along with its often perceived bitter aftertaste, has posed significant challenges for the ingredient, making it understandable that addressing flavor issues has been a primary focus for the company in developing new varieties. It is conceivable that these ingredients are gradually becoming more sugar-like; however, as with all new ingredients, it will ultimately be up to food companies to make the final decision. Additionally, the inclusion of kal calcium citrate in the formulation could potentially enhance the overall flavor profile, making stevia even more appealing to manufacturers seeking alternatives to traditional sweeteners.