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Diving certificate:
- Howtian, a global wholesale ingredient supplier, has SoPure Dorado launcheda unrefined golden Stevia Extract.
- The sweetener is minimally processed, plant-based and has zero calories. The company said the ingredient was developed for food and beverage consumers seeking products “that are as close to nature as possible.”
- The innovation comes against the backdrop of the continued development of the sweetener market as more and more consumers want to reduce their sugar consumption.
Diving insight:
Healthier ingredients are becoming increasingly popular among consumers looking to consume less sugar, sodium and calories.
According to a recent Innova Trends survey, 67% of consumers want to reduce their consumption of overly processed foods.
Howtian, a China-based supplier specializing in natural sweeteners and functional ingredients, aims to capitalize on the desire for healthier foods with its latest innovation.
“Many consumers believe that stevia, although a natural sweetener, undergoes extensive processing, which causes it to lose its natural benefits. With SoPure™ Dorado, we want to change that mindset,” said Tom Fuzer, Vice President of Market Strategy at Howtian.
According to the company, SoPure Dorado is best suited for table sweeteners, liquid sweeteners, low glycemic index sugar blends, sweetener portion packs, syrups and sauces.
The sweetener market is complex and is going through a phase of change due to new trends.
Most consumers (55%) are concerned about their sugar intakeaccording to a report from HealthFocus International to Food Dive, and reducing sugar is the number one dietary trend worldwide. As a result, sweeteners like stevia and monk fruit are growing in popularity.
Although some consumers believe that stevia is more elaborately processed due to sophisticated technologies used to process this ingredient, the company says SoPure Dorado is different because it retains its natural golden color due to minimal processing.
The golden hue also has cultural significance in the food and beverage sector.
““In many cultures, golden foods symbolize purity, quality and natural goodness,” the company said. “The naturally preserved golden color (of the product) is consistent with these cultural values and adds additional appeal to an already unique product.”
SoPure Dorado also has a high concentration of the steviol glycoside compounds of stevia leaves — the most sought-after compounds of sweet molecules — This allows the extraction process to be reduced to one step of adding water.
