SUBSCRIBE

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

Trends > Trendspotter

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

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...

Arctic Zero CEO: Clean Label not just low sugar, low calorie, low fat

Arctic Zero’s new social media video campaign shows how ‘clean label’ is more than just ‘free-from’

With the launch of four new varieties, Arctic Zero produced a video to tell...

Manufacturers navigate greenwashing allegations

Manufacturers walk tightrope between demand for natural products and greenwashing allegations

Today’s consumers want products that are natural, sustainable and environmentally friendly, but manufacturers hoping...

Crunchies targets Millennial moms with freeze-dried fruits

Crunchies targets Millennial moms as fruit & veggie snacking gathers pace

If freeze-dried fruit conjures up images of space food, or brightly colored soggy bits...

Annie's sales set to reach $400m in fiscal 2017

Annie’s president: ‘Over the last two years we’ve added four million new households each year’

While some commentators baulked at the $820m General Mills parted with to get its...

CPG accelerator SKU blends mentorship & networking to help startups succeed

CPG accelerator SKU blends mentorship & networking to help startups succeed

Starting and growing a company is hard – especially in the highly competitive food...

Three tips for selling internationally-inspired, authentic products to Americans from industry veteran

Three tips for selling internationally-inspired, authentic products to Americans from industry veteran

Americans may be becoming more adventurous in what they eat – seeking international flavors...

Hip Chick Farms expands its portfolio

Hip Chick Farms expands its portfolio of clean, simple poultry & other frozen foods

McDonalds, Panera and other high profile food service companies took notable steps last year...

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...

Soup-To-Nuts Podcast: Top marketing strategies for natural products

Soup-To-Nuts Podcast: Clean label 2.0 and other top marketing strategies for natural products

When it comes to marketing products in the natural channel it seems like there...

Soup-To-Nuts Podcast: The opportunity for medicinal mushrooms

Soup-To-Nuts Podcast: The rising opportunity for mushrooms in food and beverage

Growing awareness of the powerful health benefits of mushrooms as well as increasing demand...

Soup-To-Nuts Podcast: Certified Transitional Organic

Soup-To-Nuts Podcast: Certified Transitional helps conventional farms make the switch to organic

Despite organic’s strong appeal with double-digit year-over-year growth since the early 1990s, and the...

Soup-To-Nuts Podcast: A closer look at protein’s rise to popularity and where it is headed

Soup-To-Nuts Podcast: A closer look at protein’s rise to popularity and where it is headed

Americans’ love affair with protein shows no signs of cooling in the coming years...

Soup-To-Nuts Podcast: Paid influencers make big impact with small budget in hot sauce category

Soup-To-Nuts Podcast: Paid influencers make big impact with small budget in hot sauce category

From restaurants’ fixation with ghost peppers to the presence of sriracha on dining tables...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...