SUBSCRIBE

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

Loading...

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

New formats help make broccoli more snackable

New formats help make broccoli more snackable

Broccoli is one of the stereo-typically most hated vegetables from childhood, but now it...

Do grains really make you sick? Whole Grain Summit highlights

Selling complex carbs in a post Grain Brain world: Do grains really make us fat and sick?

Grains, according to the author of best-selling book Grain Brain, are “silent killers”. Not...

Traditional foods dominate Fourth of July menus

Traditional foods dominate Fourth of July menus

Americans may increasingly seek bold new flavors and adventurous or exotic food for everyday...

FOOD VISION USA: Which food companies are driving innovation?

FOOD VISION USA: Which food & beverage companies are really driving innovation?

According to Nielsen data, 85% of new consumer packaged goods fail within two years,...

NYAG affair will have implications for probiotics suppliers, exec says

NYAG affair will have implications for probiotics suppliers, exec says

According to one prominent executive, for the probiotics industry, the fallout from the NYAG...

Is personalised nutrition about to go public in a big way?

Is personalised nutrition about to go public in a big way?

Radek Sali, CEO,Swisse Wellness;

François Scheffler, head, BASF human nutrition;, Loren Israelsen, president, United...

Who is responsible for battling the big issues in food?

Who is responsible for battling the big issues in food?

From obesity to malnutrition and water scarcity, the world is facing an ever-growing number...

Taste beyond the tongue: How do other senses influence flavour?

Taste beyond the tongue: How do other senses influence flavour?

Professor Charles Spence

Head of the Crossmodal Research Laboratory, Oxford University

Yogurt makers expand when, who eats yogurt with new products

Yogurt makers expand when and who eats yogurt with different product platforms

Yogurt manufacturers are rolling out a wide variety of new products to drive consumer...

Organic check off could bring farmers into fold, clarify claims

An organic check off campaign could bring more farmers into the fold, clarify claims, OTA says

Demand for organic in the U.S. is soaring with more than 80% of families...

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