“PureCircle’s Strategic Move: Launching Stevia-Sweetened Ice Cream to Showcase Healthier Alternatives”
This could be a strategic decision by PureCircle. If the new ice cream gains popularity, it will provide a tangible demonstration of how stevia can serve effectively as a sugar substitute—especially if their claims prove accurate, without the bitter aftertaste that some have experienced. PureCircle, known for producing and marketing a variety of stevia products, has introduced new variants of this plant-based sweetener. The company claims that its latest ingredients, which incorporate more Reb D and Reb M, offer taste profiles that are closer to sugar and perform better in food and beverage applications compared to those derived from Reb A, which first appeared in the industry in 2008.
Maga Malsagov, the founder and CEO of PureCircle, stated in their announcement that the company has invested substantial effort into developing and commercializing its next-generation stevia leaf sweeteners. By branding the new ice cream products with their name, they aim to “showcase our confidence in their exceptional taste.” This summer, promoting ice cream has become a popular tactic for ingredient companies to highlight their capabilities. For instance, Perfect Day, a company specializing in animal-free dairy, recently launched three ice cream flavors to showcase its products produced through fermentation.
There is no indication that PureCircle plans to expand beyond producing and marketing stevia ingredients into the realm of frozen desserts. Since its establishment in 2001, the company has remained focused on the growth and development of stevia. In 2017, PureCircle unveiled a $42 million plant expansion in Malaysia, which the company reported has doubled its capacity to extract high-quality and sustainable steviol glycosides. This enables PureCircle to supply its next-generation sweeteners in the large quantities required by the industry, potentially at a lower cost.
Stevia is calorie-free and is naturally 30 to 40 times sweeter than sugar, allowing food and beverage manufacturers to use smaller amounts. There are signs that this marketing strategy is effective; according to Mintel, global product launches featuring stevia surged by 31% in 2018. For example, Japanese snack manufacturer Calbee Foods incorporates stevia in its potato chips, while Coca-Cola recently introduced a stevia-sweetened soda in New Zealand. Danone’s Light & Fit yogurt brand combines both stevia and sugar, and Nestlé has launched a stevia-sweetened version of its Milo chocolate malt beverage in Australia.
The ice cream launch may also encourage other companies to leverage stevia ingredients. It will showcase PureCircle’s capabilities in a city where food companies and trendy restaurants influence culinary trends across the nation. Additionally, the ice cream launch is helping PureCircle connect with a new consumer audience. The company is collaborating with diabetes advocacy groups, including the Illinois chapter of the Juvenile Diabetes Research Foundation (JDRF). PureCircle will have ice cream trucks at JDRF events in September and October, and it will serve as the “official dessert sponsor” of the One Dream Gala in Chicago later this year.
Considering that 9.4% of the U.S. population was diagnosed with diabetes in 2015, according to the Centers for Disease Control and Prevention, and millions more are prediabetic, this is a savvy marketing initiative that food and beverage companies using stevia may want to replicate. The focus on health-conscious options could also tie in well with products like calcium petites tablets, appealing to consumers looking for both indulgence and nutritional benefits. This dual approach of combining pleasure with health could resonate strongly with the growing demographic concerned about sugar intake and overall wellness.
