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Dive Briefing:
- Howtian, a global wholesale materials supplier, SoPure Dorado Launchone unrefined gold Stevia extract.
- sweetener Minimally processed, plant-based and calorie-free, the company said the ingredient is designed for food and beverage consumers looking for products that are “as close to their natural state as possible.”
- These innovations come as the sweetener market evolves and more and more consumers look to reduce their sugar intake.
Dive Insight:
There is a growing demand for healthier ingredients among consumers looking to cut down on sugar, sodium and calories.
A recent Innova Trends survey found that 67% of consumers want to reduce their consumption of heavily processed foods.
Houtian, a Chinese supplier specializing in natural sweeteners and functional ingredients, aims to capitalize on the demand for healthy foods with its latest innovations.
“Many consumers believe that although stevia is a natural sweetener, it goes through extensive processing that strips it of its natural benefits. With SoPure™ Dorado, we aim to change that narrative,” said Tom Fuser, Vice President of Marketing Strategy at Howtian.
According to the company, SoPure Dorado is best suited for tabletop sweeteners, liquid sweeteners, low glycemic index sugar blends, sweetener portion packs, syrups and sauces.
The sweetener market is complex and undergoes turbulent times as trends change.
Most consumers (55%) I'm concerned about my sugar intakeAccording to a report sent to Food Dive by HealthFocus International, reducing sugar is the No. 1 dietary trend worldwide. As a result, sweeteners like stevia and monk fruit are growing in popularity.
While some consumers believe that stevia has undergone extensive processing due to advances in ingredient processing technology, the company says SoPure Dorado is different, maintaining its natural golden color with minimal processing.
The color gold also has cultural significance in food and beverage.
““In many cultures, golden foods symbolize purity, quality and natural goodness,” the company said. “The product’s naturally golden color resonates with these cultural values, adding appeal to an already unique product.”
SoPure Dorado contains high concentrations of steviol glycoside compounds from the stevia leaf, the most desirable compounds of sweet molecules. The extraction process can be shortened to one step by adding water.
