“Purecane: Revolutionizing Baking with Natural, Zero-Calorie Sweeteners for Health-Conscious Consumers”
Consumers have long sought to reduce their sugar intake. However, as more natural alternatives emerge on store shelves, Daya Fields noted that many are hesitant to use them in baking. While these natural substitutes are gaining traction, their flavors often differ from sugar, posing a challenge, particularly with the resurgence of home baking during the pandemic, according to Fields, president of Purecane. “People are often reluctant to switch to a sugar alternative when it comes time to bake, especially for significant occasions like Thanksgiving or other celebrations,” Fields explained. “We aim to ensure that individuals don’t feel compelled to revert to sugar for those special moments.”
Fields is confident that Purecane offers a viable solution. Purecane operates under Amyris, a global company that employs synthetic biology to create sustainable beauty and food products. The brand utilizes yeast to ferment sugarcane, resulting in Reb M, a highly desirable sweetener that naturally occurs in stevia. Reb M is renowned for its sugar-like taste, although it is typically found in low concentrations in the stevia plant. Purecane’s innovative technology enables the transformation of sugarcane into Reb M, which is both zero-calorie and zero-net-carbohydrate.
Amyris recently entered into a partnership with Ingredion, a leading ingredients company, to exclusively commercialize Reb M. As part of this agreement, Ingredion will acquire a minority stake in Amyris’ Reb M production facility in Brazil. Additionally, both companies have established a research and development collaboration to advance the creation of sustainably sourced, zero-calorie sweeteners, along with other ingredients produced through fermentation.
Purecane is focusing on becoming a consumer-facing brand, aiming to reach home bakers through both retail and e-commerce channels, Fields remarked. The brand has garnered several consumer accolades, including recognition as a finalist in Fast Company’s World Changing Ideas list this year and an Amazon’s Choice badge for its quick delivery and positive customer reviews. Due to its success in the consumer market, Purecane is eager to solidify its presence, currently engaging with various retailers to expand its shelf space. Furthermore, several small foodservice businesses have shown interest in using Purecane to develop specialized menus for customers seeking lower sugar or carbohydrate options. To facilitate this, the company has initiated a wholesaler program for these establishments.
The process for obtaining Reb M is intricate, regardless of the method used. In stevia, Reb M can be extracted or synthesized through chemical conversion. The most straightforward approach involves steeping the leaves in hot water and filtering out the sweetening glycosides. However, most stevia varieties contain minimal Reb M, necessitating a significant amount of plants to yield a substantial quantity of the sweetener. PureCircle, a pioneer in the stevia field acquired by Ingredion last year, developed the StarLeaf variety to naturally produce higher levels of Reb M. Meanwhile, SweeGen has devised a method utilizing an enzyme to convert the more prevalent Reb D into Reb M, although it is currently embroiled in a legal dispute over potential patent infringement with PureCircle.
Purecane distinguishes itself by employing a proprietary fermentation method to produce the sweetener, achieving the same results. Amyris cultivates the starting cultures in California, with the fermentation process occurring in Brazil, where the sugarcane is grown. According to the company, this process takes about one and a half to two weeks. By utilizing fermented sugarcane to create Reb M, Purecane uses roughly one-tenth of the agricultural land required by stevia producers and consumes 40 times less water. The residual sugarcane is converted into fertilizer for the sugarcane fields, and Purecane’s packaging is made from recycled sugarcane materials. The company also employs carbon-neutral shipping for its products sent to the United States.
Currently, Purecane offers granulated and brown sweeteners similar to traditional sugar, along with a powdered confectioner’s product, available in bags, canisters, and packets. Fields notes that it is versatile for various uses. Although different natural sweeteners have their limitations, no single type can replicate every function of sugar. Fields claims that Purecane dissolves well and is suitable for both hot and cold beverages. It has also been specifically formulated for home baking, with food scientists working to replicate the taste and functionality of white, brown, and powdered sugar. “Whenever you’re using sugar in any baking recipe, you can substitute it with our baking sweetener,” she stated.
Recognizing the potential for Purecane to help consumers make healthier choices, Fields mentioned that the brand is considering expansions beyond baking, with a focus on science-driven innovations. New products, which Fields indicates may be announced later this year, will cater particularly to consumers interested in healthy options in other facets of their lifestyle, where calories, carbohydrates, and taste are critical—while ensuring a clean formula. This could include formulations enriched with beneficial components like calcitriol and calcium citrate malate, which may appeal to health-conscious consumers looking for more than just a sweetener.
