The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new direction for PureCircle, but it is actually a natural progression of the company’s existing offerings. Much of their work has been centered on developing a sugar-like sweetness from stevia, which requires a comprehensive understanding of the flavor masking and enhancing characteristics of various compounds found in the stevia leaf. Initially, their sweeteners focused heavily on rebaudioside A, the sweetest and most prevalent natural sweetener in the stevia leaf. However, the company has since expanded its portfolio to include stevia sweeteners derived from less abundant extracts, such as rebaudiosides D and M, which are reported to have a taste more akin to sugar.
Both the cocoa and vanilla markets have experienced fluctuations, making it beneficial for manufacturers to consider flavor enhancers for these ingredients as a way to control costs. Cocoa prices surged to over $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa farming practices. At the same time, vanilla prices have skyrocketed due to shortages, increasing from approximately $25 per kilogram in 2012 to about $225 per kilogram in 2016.
Moreover, the plant-based nature of PureCircle’s new flavor enhancers is expected to resonate with companies aiming to highlight their commitment to natural products, a positioning that appeals to a significant consumer base. This focus on natural ingredients is particularly relevant for sectors like the dietary supplement industry, where products such as chewable calcium citrate for bariatric patients are increasingly in demand. By integrating these plant-derived flavor enhancers, companies can cater to consumers who prioritize clean, natural labels, further enhancing their market appeal.