SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Suppliers

Read more breaking news

 

 
Dispatches from IFT 2014

Consumers say it’s natural if it comes from a plant: PureCircle

By Maggie Hennessy , 17-Jul-2014
Last updated on 18-Jul-2014 at 16:17 GMT2014-07-18T16:17:44Z

Consumers say it’s natural if it comes from a plant: PureCircle

Obviously taste rules when it comes to any food or beverage. But many consumers are also looking for indications that what they’re eating has been minimally “messed with”—hence the growing incidence of “all natural” and related terms on product labels. 

For stevia marketer PureCircle, offering a plant-based sweetener alternative appears to satisfy the “natural” requirement of many consumers, despite the vagueness of its definition.

“The idea of natural and definition is tricky because there is no standard or legal definition for natural,” Faith Son, vice president of global marketing and innovation, told FoodNavigator-USA during the recent IFT show in New Orleans. “It’s an important area that all of the food and beverage industry are wrestling with. Based on some of the proprietary consumer research we’ve done over the last five years, we’ve asked consumers what they believe to be natural, and ultimately it has something to do with coming from a natural source.

"Stevia ultimately is a plant. It’s grown; it’s an agricultural commodity. We believe that something that comes from a natural source is ultimately what consumers are looking for.”

And although PureCircle stevia works well in products blended with sugar or other high-intensity sweeteners depending on what manufacturers are looking for, stevia requires an application-specific approach—even more than with other sweeteners, Son noted.

“One of the big learnings we’ve had as a company is every formulation approach needs to be specific to that application, moreso than with other sweeteners,” Son said. “We’ve actually developed a customized approach called Stevia 3.0 that tries to specifically tailor to each application and deliver the taste profile consumers are looking for and make these products successful.”

Related products

Paleo followers fuel brand awareness, sales for compliant products

Passionate paleo followers can fuel brand awareness, sales for compliant packaged products

Between 1 to 3 million people in the United States follow the paleo diet,...

Baldor Specialty Food's efforts to cut food waste are adding money

Baldor Specialty Foods' efforts to cut food waste are adding money

As the issue of food waste rises in prominence in the US, industry players...

Organic industry asks for funds to expand production, oversight

Organic industry asks legislators for funds to expand domestic production & increase oversight

More than a hundred representatives for the organic industry descended on Capitol Hill in...

Standardized language for expiration dates will help reduce food waste

Standardized language for expiration dates should help reduce food waste, according to GMA

According to the nonprofit Feeding America, 126 billion pounds of food is wasted each...

Vox Pop: In sports nutrition, 'usually just protein'

Vox Pop: 'Protein, and that's pretty much it actually'

Sports nutrition is a booming industry, with Euromonitor estimating a value of $7.4bn in...

Food Starter helps entrepreneurs break into food and beverage industry

Food Starter helps entrepreneurs break into the competitive food and beverage industry

Launching a food business takes more than secret family recipe – it also takes...

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

How to shift perception of GMOs from good vs evil to simply a choice

Could the biotech disclosure law help shift perception of GMOs from good vs evil to simply a choice?

In many ways, the conversation about GMOs has been a debate about good versus...

SmartLabel helps brands meet consumers’ mounting clean label demands

SmartLabel gains traction as a tool for brands to meet consumers’ mounting clean label demands

While SmartLabel is still in its relative infancy, manufacturers are flocking to the technology...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Soup-To-Nuts Podcast: Evolving views on breakfast

Soup-To-Nuts Podcast: Evolving views on breakfast create challenges, opportunities for CPGs

Breakfast has long been known as the most important meal of the day, but...

Soup-To-Nuts Podcast: What snacks are hot and where consumers buy them

Soup-To-Nuts Podcast: What snacks are hot and where consumers are buying them is evolving

US consumers are snacking more than ever, according to IRI data, but an analyst...

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

Soup-to-Nuts Podcast: Driving ecommerce with omnichannel marketing

Soup-to-Nuts Podcast: Driving ecommerce sales with an omnichannel marketing approach

Sales of food and beverage online may be lagging significantly behind those of other...

Soup-To-Nuts Podcast: Will Moringa steal kale's top superfood spot?

Soup-To-Nuts Podcast: Will Moringa knock kale out of the top superfood spot?

For years kale has reigned supreme as the go-to superfood for many Americans thanks...

Soup-To-Nuts Podcast: Fair Trade certification tackles coconut supply

Soup-To-Nuts Podcast: Could Fair Trade certification help avoid a coconut shortage?

Ever since coconut water burst on to the US market several years ago, Americans...

Soup-To-Nuts Podcast: Emerging class action litigation targets

Soup-To-Nuts Podcast: Emerging class action litigation targets

The number of class action cases filed against food and beverage companies continues to...

Soup-To-Nuts Podcast: Threats to bees threaten whole food industry

Soup-To-Nuts Podcast: Industry stakeholders seek to take the sting out of threats to bees’ health

Spring has finally sprung, which means birds are chirping, crops are blooming and bees...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...

Live Supplier Webinars

Food Innovation editorial webinar
William Reed Business Media
Optimizing California Almonds for Plant-Forward Formulations
Almond Board of California

On demand Supplier Webinars

FoodNavigator-USA Flavor Trends editorial webinar
William Reed Business Media
FoodNavigator-USA Clean Label editorial webinar
William Reed Business Media
All supplier webinars