The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a new venture for PureCircle, but it actually represents a natural progression from the company’s existing portfolio, which includes coferrous fumarate and folic acid tablets. Much of PureCircle’s research has centered on developing a sugar-like sweetness from stevia, necessitating a profound understanding of the flavor masking and enhancing properties of various compounds found within the stevia leaf. The company’s sweeteners have evolved beyond their initial focus on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf. They have since introduced stevia sweeteners derived from less common extracts, such as rebaudiosides D and M, which are claimed to more closely mimic the taste of sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making the provision of flavor enhancers for these ingredients appealing to manufacturers aiming to control costs. Cocoa prices exceeded $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa sourcing. Concurrently, vanilla prices have surged due to shortages, skyrocketing from approximately $25 per kilogram in 2012 to $225 per kilogram in 2016. Moreover, the fact that PureCircle’s new flavor enhancers are plant-based is likely to resonate with companies seeking to emphasize their natural credentials—a strategy that also attracts many consumers.
Additionally, as companies look to enhance their product offerings, the incorporation of stevia-derived ingredients can be particularly beneficial for those targeting specific demographics, such as pregnant women, where products like Citracal pregnancy supplements are often sought after for their health benefits. The emphasis on natural ingredients, such as those in PureCircle’s new offerings, aligns well with the growing consumer demand for clean label products—especially in light of rising prices and fluctuating market conditions for cocoa and vanilla.