The company has introduced the flavor modifier under the trade name NSF-02, designed specifically to work in combination with PureCircle’s Reb A and SG-95 stevia sweeteners, sugar and high fructose corn syrup to enhance flavor and sweetness. Several major food and beverage manufacturers have been exploring the potential of mid-calorie products, as a way to strike a balance between good taste and calorie control.
PureCircle said it is the first natural flavor ingredient in its new PureCircle Flavors product line, and the company said it intends to announce new flavor systems in due time.
Vice president of global marketing at PureCircle Jason Hecker told FoodNavigator-USA: “With NSF-02, we have had breakthrough results in achieving the overall taste objectives our customers have been looking for, particularly as they seek deeper calorie reduction targets. And we are achieving their targets through a total solution that is both natural and cost competitive.”
The company said it expects the new ingredient to positively impact sales of its stevia ingredients, as well as generating revenue on its own. Hecker said NSF-02 has achieved GRAS (generally recognized as safe) status in the US through the Flavor and Extract Manufacturers Association (FEMA), and the company has also addressed regulatory steps in most other required markets.
“With food and beverage manufacturers increasingly seeking natural flavor and sweetness enhancer solutions, the new technology fills a clear need in the marketplace,” the company said.
Hecker added that the ingredient is a proprietary formulation, and the company cannot disclose details of its exact composition. It would be labeled as a natural flavor on product ingredient lists.
CEO Magomet Malsagov said: “PureCircle continues to demonstrate that we are first and foremost an innovation company, with a proven track record of successfully discovering, manufacturing, and marketing new technologies, such as Reb A and
SG95. NSF-02 is the first natural flavor that is break-through in its ability to help stevia, across various applications, to naturally reduce calories in the food and beverage industry.”