In addition to the company’s assertions that StarLeaf stevia offers a taste closer to that of sugar, the enhanced sustainability of this variety is expected to be a significant benefit. Since water is a critical agricultural input for stevia plants, the ability to yield 20 times the steviol glycosides—the valuable sweet components of the plants—on the same land could greatly impact the crop’s land and water consumption. Nevertheless, even conventional stevia varieties, due to their intense sweetness, require considerably less land and water compared to other widely used sweeteners to achieve equivalent sweetness levels. For manufacturers, PureCircle’s initiative to broaden stevia cultivation beyond traditional regions like China is encouraging, as it ensures a stable sweetener supply that is less vulnerable to regional fluctuations. The capacity to generate more sweet components in a smaller area is also likely to enhance supply chain reliability. Companies already sourcing stevia from PureCircle include major players such as PepsiCo, Coca-Cola, and Danone, among many others.
PureCircle’s claim that StarLeaf has a more sugar-like flavor than other stevia extracts is the latest in a series of similar assertions regarding its ingredients. The sweetness profile of stevia and the associated bitter aftertaste have posed significant challenges for the ingredient, making the resolution of flavor issues a primary focus for the company in developing new varieties. It is reasonable to suggest that the ingredients are gradually becoming more sugar-like, but, as is the case with any new ingredient, it will ultimately be up to food companies to determine their suitability.
Moreover, as consumers become increasingly health-conscious, questions regarding the potential health benefits of sweeteners arise, including inquiries such as “does calcium citrate lower blood pressure?” This highlights the attention on not only the taste and sustainability of stevia but also its overall health implications, further influencing the decisions of manufacturers and consumers alike.