SUBSCRIBE

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

Pizza makers should re-think marketing, formulation to appeal to women

Pizza makers should re-think marketing, formulation to appeal to health-conscious women, study finds

The cliché of pizza lovers as beer-pong playing frat boys or men sharing a...

Most Americans love ice cream, but are divided on favorite flavors

Americans are united in their love for ice cream, but divided over their favorite flavors

The dog days of summer are here and to help cool off consumers are...

Califia Farms’ new products, packs help drive nondairy category growth

Califia Farms’ new products, packaging help drive non-dairy category growth, CEO says

Sales of nondairy milk in the U.S. have almost doubled from 2009 to 2014...

Fibers from food waste offer clean label option

Fibers from food waste offer clean label option

Multifunctional fibers made from fruit and vegetable peals and pulps that would otherwise be...

Health benefits, convenient format drive sales of Matcha green tea

Health benefits, convenient format drive sales of Matcha green tea

Matcha tea, known for its vibrant green hue, is hitting its stride in the...

Tiny plants with huge potential: Introducing LENTEIN Plus and mankai

Tiny plants with huge potential: Introducing two new players to the plant-based protein market

Two firms that generated a lot of buzz at the IFT show this year...

Space... the final frontier for food science at Food Vision USA

Space... the final frontier for food science at Food Vision USA

To boldly go... where no food conference has gone before? Space food is on...

Supermarket guru Phil Lempert explains semi-homemade

Supermarkets have an unbelievable opportunity to build on the semi-homemade category, says guru

The growing semi-homemade category offers an ‘unbelievable opportunity’ for retailers, as Millennials want to...

MycoTechnology at IFT, mushrooms can remove gluten from cereal crops

Could mushroom mycelium add a new dimension to the gluten-free market?

Speaking to FoodNavigator-USA at the 2015 IFT show, MycoTechnology CEO Alan Hahn recalls the...

Solazyme spills the beans on its 'gamechanging' algal oil at IFT 2015

Solazyme makes algae oil to order: ‘We take a normal crop cycle and compress that into three days’

There are lots of pretty cool things about algae oil, from its clean flavor...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

'It's business as usual': Davisco Foods on Agropur takeover

'It's business as usual': Davisco Foods on Agropur takeover

Polly Olson

Vice President of Business Development, Davisco Foods International

Snack trends 2014: Euromonitor says popcorn and thins

Euromonitor: Popcorn and thins epitomize ‘indulgence without the guilt’

Popcorn has exploded and thins have sliced into action in snacking – both riding...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

SFA head: ‘A little term called class action suits’ is prompting GMO removal

SFA head: ‘A little term called class action suits’ is prompting GMO removal

Genetically modified organisms are safe and there is a need and place for them...

Could oats be the next gluten-free star?

Could oats be the next gluten-free star?

Oats, when the supply chain ensures no cross-contamination, are a gluten-free cereal grain. So...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

GMO-free Cheerios: Did General Mills buckle to consumer pressure? Will the move backfire?

GMO-free Cheerios: Did General Mills buckle to consumer pressure? Will the move backfire?

General Mills’ move to go GMO-free on its flagship Cheerios brand has caused quite...

Irish firm offers (cheaper) heat resistant probiotics for infant formula

Irish firm offers (cheaper) heat resistant probiotics for infant formula

Sinéad Doherty, PhD

Founder, AnaBio Technologies

Key Industry Events