The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients may appear to be a novel direction for PureCircle; however, it is actually a natural progression of the company’s existing offerings. Much of their focus has been on achieving 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. The company has shifted its attention from primarily using rebaudioside A, the sweetest and most abundant compound in the stevia leaf, to developing stevia sweeteners derived from less common 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 significant volatility, making flavor enhancers for these ingredients increasingly attractive to manufacturers aiming to control costs. Cocoa prices soared above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. Simultaneously, vanilla shortages have led to a dramatic increase in prices, rising from approximately $25 per kilogram in 2012 to $225 per kilogram in 2016.
Moreover, the plant-based nature of PureCircle’s new flavor enhancers is likely to resonate with companies that wish to highlight their natural credentials—a positioning that is appealing to a large consumer base. Additionally, integrating stevia-derived ingredients can facilitate a more efficient elemental conversion of calcium citrate in formulations, which enhances the overall appeal of these products. This focus on sustainable and naturally derived ingredients aligns with the growing consumer demand for transparency and health-conscious options in the market.