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

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

In conversation with the mastermind behind the €250,000 lab-grown burger

In conversation with the mastermind behind the €250,000 lab-grown burger

Last year Professor Mark Post sparked international interest with the unveiling, and tasting, of...

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

What is the future of food? Simple communication of complex advances will be crucial,...

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain’s Sparkling Ice brand plugs a market gap that Pepsi and Coca-Cola missed,...

Innovation for today: Digital tech empowers industry to innovate

Chris Cornyn

founder & president, DINE Marketing

Global probiotic market to add 50% to €33bn by 2018: Analyst

Global probiotic market to add 50% to €33bn by 2018: Analyst

Ewa Hudson

Global head of health and wellness research , Euromonitor International

Protein has a big ‘ordinary’ future, says Glanbia

Protein has a big ‘ordinary’ future, says Glanbia

Carla Clissman

European commercial director, , Glanbia Nutritionals

Another BRIC in the weight management wall as sector hits $150bn globally in 2013

Another BRIC in the weight management wall as sector hits $150bn globally in 2013

Ewa Hudson

Global head of health and wellness research, Euromonitor International

FiE video: Almond Board of California talks global supply and demand

FiE video: Almond Board of California talks global supply and demand

Richard Waycott

President & CEO, Almond Board of California

Hollywood ‘Monstrosity’? Shocking video shows Dr Pepper BioViper spewing foam

Hollywood ‘Monstrosity’? Shocking video shows Dr Pepper BioViper spewing foam

Shocking video footage shows foam spewing out of Dr Pepper’s BioViper wastewater treatment plant...

Bread’s riches to rags story: The villainous white loaf and heroic whole grain

Bread’s riches to rags story: The villainous white loaf and heroic whole grain

The bread sector has experienced a riches to rags story and is now in...

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

Conservative North American dairy more 'open to innovation': Chr Hansen

Conservative North American dairy more 'open to innovation': Chr Hansen

Roy Riley

Marketing Director Cultures and Enzymes, Chr Hansen

Unilever joins with Solidaridad to tackle sustainable sugar cane challenge

Unilever joins with Solidaridad to tackle sustainable sugar cane challenge

Dirk Jan de With

VP Procurement Ingredients & Sustainability, Unilever

Royal Crown launches ‘world's best’ stevia-sweetened cola with 50% less sugar

Royal Crown launches ‘world's best’ stevia-sweetened cola with 50% less sugar

Moshy Cohen from RCCI promises that the firm’s mid-calorie Neo cola with stevia -...

Key Industry Events

 

Access all events listing

Our events, Events from partners...