The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a novel approach for PureCircle; however, it is a natural progression of the company’s current offerings. Much of their research has been centered 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. Their sweeteners have evolved from an initial focus on rebaudioside A, the sweetest and most prevalent natural sweet compound in the stevia leaf. They have since created low-dose stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which reportedly have a taste profile that resembles sugar more closely.
The cocoa and vanilla markets have experienced considerable volatility, making the provision of flavor enhancers for these ingredients an attractive option for manufacturers aiming to control costs. Cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa sourcing. Simultaneously, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to around $225 per kilogram in 2016.
Furthermore, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies looking to highlight their natural credentials. This positioning aligns well with consumer preferences, particularly among those interested in products that incorporate beneficial ingredients like calcium citrate D3 with magnesium. By emphasizing the natural origins of their sweeteners, companies can appeal to a broader audience, including those seeking healthier alternatives. The incorporation of calcium citrate D3 with magnesium into their product offerings can enhance this appeal, as it addresses the growing consumer demand for functional ingredients. Overall, PureCircle’s strategic move not only supports cost management for manufacturers but also meets the evolving tastes and preferences of consumers.