Dive Brief:
- Howtian, a global wholesale ingredient provider, has launched SoPure Dorado, an unrefined golden stevia extract.
- The sweetener is minimally processed, plant-based and has zero calories. The company said the ingredient was designed for food and beverage consumers who are seeking out products “as close to their natural state as possible.”
- The innovation comes as the sweetener market is evolving, with an increasing number of consumers looking to reduce their sugar intake.
Dive Insight:
Healthier ingredients have become an increasing desire for shoppers who are looking to take in less sugar, sodium and calories.
According to a recent Innova Trends Survey, 67% of consumers are looking to reduce their consumption of over-processed foods.
Howtian, a Chinese-based supplier specializing in natural sweeteners and functional ingredients, is looking to capitalize on the desire for healthier foods with their latest innovation.
“Many consumers believe that stevia, despite being a natural sweetener, undergoes extensive processing that strips it of its natural benefits. With SoPure™ Dorado, we aim to change that narrative,” said Tom Fuzer, vice president of market strategy at Howtian.
SoPure Dorado is best for tabletop sweeteners, liquid sweeteners, low glycemic index sugar blends, sweetener portion packs, syrups, and sauces, according to the company.
The sweetener market is complex and going through a shifting period as trends evovle.
Most consumers (55%) are concerned about their sugar intake, according to a report from HealthFocus International sent to Food Dive, and sugar reduction is the number one dietary trend globally. As a result, sweeteners like stevia and monkfruit have been growing in popularity.
Despite the belief among some consumers that stevia goes through extensive processing due to increased technology for processing of the ingredient, the company said SoPure Dorado is different as it retains its natural golden color due to minimal processing.
The golden hue also has cultural significance in the food and beverage space.
“In many cultures, golden foods symbolize purity, quality, and natural goodness,” the company said “[The product’s] naturally retained golden color resonates with these cultural values, adding an extra layer of appeal to an already unique product.”
SoPure Dorado also has a high concentration of the steviol glycoside compounds of the stevia leaves — which are the most desired compounds of sweet molecules — allowing for a reduction in the extraction process to one step of adding water.
