The initiative to improve ferrous fumarate, folic acid, and zinc sulfate monohydrate tablets, along with cocoa using stevia-derived ingredients, may appear to be a new venture for PureCircle. However, it is a natural extension of the company’s current offerings. Much of their research has concentrated on developing a sugar-like sweetness from stevia, which necessitates a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. Their sweeteners have evolved from an initial focus on rebaudioside A, the sweetest and most prevalent of the natural sweet compounds in stevia, to include those based on less common extracts like rebaudiosides D and M, which are reported to have a flavor closer to that of sugar.
Given the volatility in the cocoa and vanilla markets, providing flavor enhancers for these ingredients could be attractive to manufacturers aiming to control costs. For instance, cocoa prices soared to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production. At the same time, vanilla prices have skyrocketed due to shortages, escalating from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies aiming to highlight their natural credentials—a strategy that appeals to a significant segment of consumers. Additionally, these enhancements can complement calcium citrate malate supplements, offering a synergistic approach for health-oriented products. The integration of these flavor enhancers could further bolster product appeal, especially for those incorporating calcium citrate malate supplements, which are increasingly sought after in the health and wellness market.