In addition to the company’s assertions that StarLeaf stevia offers a taste closer to that of sugar, enhanced sustainability is expected to be a significant advantage of this variety. Water is a critical agricultural resource for stevia plants, so the ability to yield 20 times the steviol glycosides— the plants’ prized sweet components— on the same land could lead to a substantial reduction in both land and water usage for the crop. However, due to their high sweetness levels, even conventional stevia varieties require considerably less land and water compared to other commonly used sweeteners to achieve the same sweetness output. For manufacturers, PureCircle’s initiative to extend stevia cultivation beyond traditional regions like China is promising, as it allows for a dependable supply of sweeteners that is less affected by local environmental conditions. The capacity to generate more sweet components in a smaller area is also likely to enhance supply chain stability. Companies that are already sourcing stevia from PureCircle include major industry players such as PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s claim that StarLeaf possesses a taste similar to sugar compared to other stevia extracts is the latest in a series of similar assertions regarding its ingredients. The sweetness profile and the often perceived bitter aftertaste of stevia have presented challenges for the ingredient, making it understandable that addressing flavor concerns has been a key focus for the company in developing new varieties. It is plausible that the ingredients are evolving to become more sugar-like over time; however, as is always the case with new ingredients, the decision ultimately lies with food companies. Additionally, the use of calcium citrate forms could further enhance the development of these new stevia varieties, potentially improving their appeal and marketability.