SUBSCRIBE

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

Tate & Lyle on monk fruit: 'Consumers intuitively understand that sweetness that comes from fruit is natural'

By Elaine WATSON , 19-Nov-2012
Last updated on 19-Nov-2012 at 15:07 GMT2012-11-19T15:07:47Z

Tate & Lyle on monk fruit: 'Consumers intuitively understand that sweetness that comes from fruit is natural'

While stevia has attracted more publicity, monk fruit has just as much potential in the natural sweeteners market, argues Tate & Lyle.

Speaking to FoodNavigator-USA at the Supply Side West trade show about Tate & Lyle's 'Purefruit' monk fruit sweetener, marketing communications manager Amy Lauer said: "We've been looking at natural sweeteners for about 10 years.

"We found that monk fruit extract, in terms of ability to scale up, cost, ease of use and formulation and great taste, was one of the best products out there."

And while Purefruit is more expensive than stevia on a weight-for-weight basis, it is approaching parity on a cost-in-use basis for many applications, she added.

It's actually very cost-effective

For example, in a neutral to high pH dairy product, you can get a lot of sweetness using only a very small amount, she said.

"It's actually very cost effective. When you look at for instance some of the sweetness enablers used with Reb-A [the best-known steviol glycoside] such as erythritol, or the flavor-masking technologies [that are used to mask bitter off notes associated with some stevia products], they add to the cost of formulation, and you don't need those for monk fruit applications."

Tate & Lyle, which has exclusive global marketing and distribution rights for Purefruit (partner BioVittoria handles the monk fruit supply chain), has well over 1,000 samples out in the marketplace, said Lauer.

She added: "Consumers intuitively understand that sweetness that comes from fruit is natural and they expect it to taste good. We're seeing Purefruit used in teas, waters, juice drinks, dairy products, ice creams and novelties, bars and cereals as well."

Related products

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...

Potential for Nutrition Facts label delay should not slow compliance

The potential of a delay to Nutrition Facts label changes should not slow compliance efforts

Assuming FDA does not delay the deadline for the new Nutrition Fact label as...

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