What was surprising was the number of new supplier companies, with small stands and new brand names popping up all over the show, and all claiming to be the supplier of high-calibre Rebaudioside A stevia, at competitive prices.
There are just a few major suppliers (Wild with Sunwin Stevia, PureCircle, Cargill and GLG LifeTech), and of course these and the lesser known suppliers were all celebrating the acceptance of stevia in Europe. In fact, this should happen officially on 3 December, 20 days after EFSA recommended its acceptance in the EU.
I interviewed Jason Hecker (VP global marketing with PureCircle), the video of which will be on FoodBev.com before too long. We also have a focus on ‘Success with Stevia’ in the next issue of Beverage Innovation magazine, with a focus on one beverage company and comments from many stevia suppliers.
What has emerged is that it’s not just the sustainable supply of high-quality stevia that’s vital, but the need to work with a trusted R&D partner who understands the challenges of reformulation. Many companies have been working on products in R&D and are hovering, ready to push the button. Stand back for the launch of a deluge of products containing stevia over the coming year.
Thierry Liot, technical engineer responsible for stevia with French company Seppic (supplied from Korea), made an interesting comment: “Reb A is a western issue,” he said. “In Asia, there is already large consumption of stevia, particularly in snacks, soy sauce and fish sauce, to reduce the pungency, and here they use cheaper GM enzymetically modified grades.”
These are already allowed in Asia and the US and are likely to be in Europe eventually. He sees stevia working well with colas, flavoured beers and fruit juice drinks, but formulating dairy drinks with delicate flavouring is a challenge.
Our FoodBev Media sales team were tasting samples left, right and centre and voted the best products at the show as being from the California Almond Board: a creamy almond dessert and an almond champagne chocolate truffle – such decadence!
I had a fascinating conversation on ingredient trends with Roger Bourne from Plant&Food Research in New Zealand: “Today’s consumer wants it to be natural, they want it now and they want to feel the effect,” he said. “Whether it’s an energy drink, a cold recovery drink or a satiety food, it’s all about being calm, capable and having an edge in this dog eat dog world.”
So, it looks as if the future holds true to our desire for ‘natural’, but with smart thinking from smart foods.
Read my last blog from FiE 2011.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
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