July 1, 2025 – HOWTIAN is honored to announce that PureQQ®, its premium Pyrroloquinoline Quinone (PQQ) ingredient, has received the Natural Ingredients Gold Award for Best Innovative Technology at CPHI & PMEC China 2025, held in Shanghai on June 24.
This award recognizes leading-edge advancements in ingredient innovation, and PureQQ® stood out for its technical excellence, global regulatory achievements, and potential to transform functional food and nutrition markets.
PureQQ® is the result of years of dedicated research and development into PQQ’s application as a next-generation functional ingredient. In 2022, Howtian’s proprietary technology—featuring novel innovations in both disodium salt and acid crystal forms—enabled the company to become a key driver in gaining regulatory approval for PQQ as a new food raw material in China.
The PQQ crystals produced using this patented process exhibit low moisture absorption, high purity, and excellent crystal stability, making them especially well-suited for use in dietary supplements and functional food applications. PureQQ® has been certified as GRAS by the U.S. FDA and holds regulatory approvals in multiple international markets, including Europe, the United States, and Japan. It is also the first PQQ ingredient in the world to receive FDA GRAS status.
“This award reflects our continuous pursuit of scientific excellence and commitment to delivering safe, effective, and innovative health ingredients to the global market. We’re proud to have helped lead the industrial upgrade of PQQ—transforming it from a niche compound into a globally recognized nutritional ingredient.”
Dr. Pingping xu, director of research & development
For more information about PureQQ® and Howtian’s full portfolio of functional ingredients, please contact us today for a free consultation.
Facing a projected 374,000-ton deficit and record-breaking prices, manufacturers are rethinking cocoa formulations to preserve flavor and profitability
June 9, 2025 – The cocoa industry is facing its most dramatic upheaval in decades. Global cocoa prices have skyrocketed past $12,000 per metric ton—a sixfold increase since 2022—driven by crop disease, extreme weather, and global supply chain strain.
According to the International Cocoa Organization (ICCO), the 2024/25 season is expected to see a 374,000-ton supply shortfall, marking the fourth consecutive year of global deficits. The key culprits: declining yields in West Africa—home to over 60% of the world’s cocoa—due to outbreaks of Cocoa Swollen Shoot Virus Disease (CSSVD) and unpredictable climate conditions.
As a result, food and beverage manufacturers are urgently seeking reformulation strategies that reduce cocoa dependency—without sacrificing consumer expectations for taste, quality, or clean labels.
The Industry’s Pivot: Cost-Saving Innovation Without Compromise
One increasingly explored pathway? Natural flavor modulators that allow brands to preserve cocoa-like taste while reducing actual cocoa usage.
“With cocoa prices this volatile, manufacturers need real solutions — not just cost-cutting, but flavor-preserving. Flevia GSG is uniquely positioned to deliver both.”
Tom fuzer, vp of market strategy
SoPure Flevia™ GSG, HOWTIAN’s natural flavor enhancer, has emerged as a timely solution. Previously used in beverage and dairy applications, it’s now showing promise in cocoa-based products—from chocolate milk to protein shakes.
Measurable Results: 10–15% Less Cocoa, Same Sensory Appeal
Recent trials conducted at HOWTIAN’s Application & Technical Service Center demonstrated compelling outcomes:
Cocoa-Flavored Protein Shakes
With 10% less cocoa and flavored with Flevia™ GSG, sensory testing showed parity or improvement over full-cocoa versions. The modulator also helped mask off-notes from plant proteins and enhanced sweetness.
Chocolate Milk
With 10–15% cocoa reduction and flavored with Flevia™ GSG, testers reported a more pronounced milky character and longer-lasting cocoa flavor.
“In blind sensory tests, products with Flevia not only maintained flavor integrity — some even scored higher than the originals,” said Xiaoli Xue, Chief Technology Officer of HOWTIAN.
What’s at Stake: Cost, Clean Label & Consumer Trust
With cocoa powder now one of the most volatile and expensive ingredients in the market, reducing usage by 10–15% can yield up to 14% savings in cocoa costs.
And unlike synthetic flavor enhancers, Flevia™ GSG is 100% plant-based, non-GMO, and clean-label compliant, aligning with consumer expectations for transparency and natural ingredients.
This makes it ideal for brands aiming to maintain transparency and consumer trust while optimizing for cost and supply risk. Applications opportunities include:
Chocolate dairy drinks
Cocoa protein shakes
Cocoa-flavored nutrition bars
Bakery items and spreads
Looking Ahead: Embracing Innovation Amidst Crisis
The cocoa crisis is not just a supply chain issue—it’s a catalyst for formulation innovation. Manufacturers who move quickly to adapt can protect margins, delight consumers, and gain a strategic edge.
With solutions like SoPure Flevia™ GSG now demonstrating real-world efficacy, the industry has tools to weather this volatility—without compromising taste, texture, or label claims.
7 April, 2025 – The European Union has officially banned sodium saccharin in animal feed following concerns that its synthetic residues contaminate groundwater and degrade soil quality. This decision, set to upend the feed industry, leaves manufacturers scrambling for a compliant, effective alternative—and HOWTIAN’s Stevia Extract is emerging as the replacement of choice.
Saccharin: A Silent Threat to Europe’s Farmland
The EU Commission Implementing Regulation (EU) 2024/1727 outlawed sodium saccharin in piglet feed due to its high persistence in the environment and its direct link to groundwater contamination. Studies revealed that saccharin does not fully break down in soil, accumulating over time and threatening Europe’s already fragile agricultural ecosystems.
For decades, feed manufacturers relied on saccharin to enhance palatability in pig and ruminant nutrition. However, its synthetic composition and petrochemical byproducts raised red flags among environmental watchdogs, culminating in this sweeping ban.
As saccharin disappears from the European market, feed producers are now faced with a critical choice: adapt to sustainable alternatives or risk regulatory non-compliance.
HOWTIAN’s Stevia Extract: The Sustainable Sweetener That Checks Every Box
With saccharin banned, HOWTIAN’s Stevia Extract is the only high-performance, natural sweetener that meets both regulatory and nutritional demands. Unlike synthetic alternatives like saccharin, this extract enhances feed intake, supports gut health, and reduces environmental harm.
✔ Proven Palatability & Feed Intake Enhancement Studies confirm that HOWTIAN’s Stevia Extract improves feed palatability, enhancing feed intake for pigs and ruminant animals.
✔ Environmental Superiority HOWTIAN’s Stevia Extract boasts a carbon footprint three times lower than sodium saccharin, reducing the environmental burden of feed production.
✔ No Soil or Water Contamination Unlike saccharin, which contributes to soil pollution and has been banned for its impact on groundwater contamination, HOWTIAN’s Stevia Extract is a clean and safe alternative that aligns with the EU’s sustainability mandates.
✔ Regulatory Compliance & Market Demand Stevia is an approved natural sweetener under Regulation (EU) No 1333/2008, meeting the strict regulatory requirements of the European feed industry.
Furthermore, as consumers and policymakers push for cleaner agricultural practices, demand for sustainable solutions like HOWTIAN’s Stevia Extract is expected to grow significantly.
A Direct Path Forward for Feed Manufacturers
With saccharin’s swift removal from EU feed formulations, manufacturers must pivot within the year to proven alternatives. HOWTIAN’s Stevia Extract is already in production and available for immediate supply, ensuring companies can maintain product quality without regulatory risk.
“At HOWTIAN, we don’t just work with farmers—we stand by them. Fair trade means much more than a certification for us, it’s a promise to protect and uplift the communities that make our work possible.”
— Rina Wang, Corporate Social Responsibility Manager
A Commitment Beyond Compliance
In today’s global landscape, transparency and ethical sourcing are more critical than ever. For HOWTIAN, a leader in global stevia production, the company’s commitment to fair trade goes beyond business sustainability. It’s also a commitment to nurturing its farming communities, and to ensuring they can sustain their families, their health, and their futures.
HOWTIAN’s integrated supply chain ensures that every step, from seedling nurseries to final production, upholds the highest standards of sustainability and fairness. Through its Contract Farming model, HOWTIAN works directly with stevia farmers across Shandong, Jiangsu, Anhui, Hebei, and Gansu provinces, providing financial security, agricultural training, and risk-sharing support. These partnerships aren’t just about the crops, but they represent an investment in the well-being of the people behind the crops.
When Crisis Strikes: HOWTIAN’s Lifeline for Farmers
Farming is unpredictable. Last season, a devastating hailstorm wiped out entire stevia crops in Jiayue Town, Zhucheng, leaving many farmers facing financial ruin. Rather than leaving them to bear the burden alone, HOWTIAN chose instead to step in—covering 50% of crop losses, helping farmers recover, and ensuring they could replant for the next season.
“For many farmers, a natural disaster can mean the difference between putting food on the table or not,” says Rina Wang. “Our Contract Farming model helps ensure these farmers don’t lose their livelihoods overnight.”
Investing in the Future: Training That Transforms Lives
Beyond immediate relief, education is also key to long-term sustainability. HOWTIAN launched a free Agricultural Sustainability Training Program in Zhangye, Gansu Province, equipping farmers with water-efficient irrigation techniques, crop rotation strategies, and pest control methods.
The results? Farmers who once struggled with unpredictable yields have now seen their incomes rise by up to 30%, their environmental impact reduced, and their financial stability strengthened.
“We provide our farmers with the latest in agronomy research and techniques so they’re best positioned for success, and so they can enjoy a sustainable and profitable career for generations to come,” says Rina Wang.
A Personal Fight: Supporting Farmers Through Illness
The challenges for farmers don’t stop at the fields. In recent years, two of HOWTIAN’s long-term stevia farming partners in Zhucheng were diagnosed with cancer, bringing devastating health challenges but also financial hardship for their families.
HOWTIAN decided to cover the family’s medical expenses, arranged continuous support, and ensured these farmers could focus on treatment instead of financial survival. Today, thanks to high-quality medical care and community support, both farmers have recovered and returned to their fields.
“We believe in long-term partnerships, and that means being there for our farmers, in sickness and in health.”
Rina Wang
The Bigger Picture: A New Standard for Ethical Farming
At a time when global supply chain ethics are under scrutiny, HOWTIAN is leading by example—not out of obligation, but out of genuine commitment. The company’s direct partnerships, risk-sharing model, and investment in farmer well-being serve as a blueprint for a more responsible and sustainable future in agriculture.
“This is about people. Real farmers, real families, real lives,” Rina concludes. “When you invest in fair trade, you invest in communities. You invest in a future where ethical sourcing isn’t a choice—it’s the standard.”
Through an ongoing commitment to transparency, sustainability, and human-centered impact, HOWTIAN is proving that responsible sourcing is not just a policy—it’s a promise.
November 4, 2024 – It’s time to celebrate! HOWTIAN is turning 25 and it’s marking the occasion by announcing several key milestones in its production, sustainability, and service efforts globally. Over the past quarter-century, HOWTIAN has grown from a small ingredient company into a major player in the international food industry, impacting lives across the globe with innovations that promote healthier lifestyles and sustainable practices.
“Our journey over the last 25 years has been one of commitment, innovation, and growth. We set out to provide natural solutions for everyone, and today, we stand as a global leader with a portfolio that spans key health-focused ingredients like stevia, inositol, and PQQ. We’re proud to share the positive impact we’ve made and to continue striving for a healthier, more sustainable future.”
Tom fuzer, vp of market strategy
30,000 Metric Tons of Stevia Produced
A key component of HOWTIAN’s success is its production of over 30,000 metric tons of stevia over the last 25 years. That’s enough to replace 6 million tons of sugar in food and beverages worldwide. This sugar replacement has helped consumers save 23.2 trillion food calories—equivalent to reducing 3 billion kilograms of body fat. For perspective, that’s like helping 600 million people each shed an average of 5 kilograms!
100,000 Metric Tons of Inositol Produced
HOWTIAN is about way more than just stevia. It has have made strong headway in its production of inositol, a vital nutrient in infant formula, metabolic health, reproductive health and more. Over the past 25 years, HOWTIAN has produced 100,000 metric tons of inositol—enough to nourish 300 million babies for an entire year.
450,000 Cubic Meters of Water Saved
It’s more than a numbers game to HOWTIAN. It’s a commitment to sustainability and doing things the right way. By employing innovative extraction techniques at its Dongtai factory, HOWTIAN saves 450,000 cubic meters of water annually—equivalent to 180 Olympic-sized swimming pools. The company’s cutting-edge processes have reduced wastewater emissions by 600,000 cubic meters per year, saving enough water to supply up to 2,000 households in the United States.
3 Million Kilowatt-Hours Saved
Additionally, HOWTIAN’s energy conservation initiatives have resulted in annual savings of 3 million kilowatt-hours of electricity—equivalent to the total electricity use of more than 10,000 Beijing households over a year. By saving 108,000 cubic meters of steam per year, HOWTIAN has further reduced its energy consumption, equivalent to 54 megawatt-hours of electricity, which could power an average American household for 4–5 years.
“Our innovative extraction methods and energy-efficient practices are helping us lead the way in sustainable ingredient production,” says Fuzer. “We’ve shown that it’s possible to scale sustainably without compromising quality.”
80 Countries Served
Since its humble beginnings, HOWTIAN has expanded its product portfolio to include not only stevia but also inositol, PQQ, baicalin, and a range of other natural ingredients. Over these 25 years, HOWTIAN products have made their way into over 80 countries. Whether it’s a better-tasting beverage or a more nutritious formula, HOWTIAN is on a mission to make a difference in food, health, and sustainability.
Looking to the Future
As HOWTIAN celebrates its 25th anniversary, the company remains dedicated to innovation, sustainability, and improving the health of consumers around the world. “Our journey is far from over,” adds Fuzer. “We’re excited for what the next 25 years will bring as we continue pushing the boundaries of natural ingredient innovation and sustainability.”
September 26, 2024 — This week, HOWTIAN, in partnership with Sele Ingredients, welcomed over 300 key representatives from Indonesia’s food and beverage industry, along with government officials and special guests, to the SoPure Stevia Solutions Symposium in Jakarta.
The event sparked significant interest, due in large part to the upcoming rollout of Indonesia’s sugar tax on beverages. Attendees were eager to learn about the new regulations and hear insights from beverage manufacturers in countries where similar taxes are already in effect.
Attendees were also able to sample a few of HOWTIAN’s latest innovations and formulation demos, including reduced-sugar oat milk, milk tea, sugar-free oolong tea, and more. The positive response was immediate, with several project discussions initiated at the event itself. These dialogues promise exciting future collaborations in Indonesia, and we are eager to continue and expand on these conversations with both new and existing partners.
At the reception, guests were treated to reduced-sugar Royal Jasmine Iced Tea and Zen Matcha Oat Milk, both sweetened with SoPure Stevia blends. During the first coffee break, attendees enjoyed 50% sugar-reduced Almond Caramel Delight non-dairy milk tea and Coffee Cream Tiramisu non-dairy flavored coffee. For the second coffee break, sugar-free versions of the morning drinks were served, along with Peach Bliss sugar-free iced oolong tea, all sweetened with SoPure’s stevia-erythritol blend.
Feedback for these beverages was overwhelmingly positive, particularly for the sugar-free options sampled in the afternoon session. Attendees praised the taste and quality, noting that the recipes exceeded their expectations.
The symposium also addressed the broader consumer trends driving demand for clean-label products in Asia. According to recent Innova consumer reports, 75% of Asian consumers now consider clean labels a significant factor in their purchasing decisions, the highest percentage globally. Furthermore, 69% of these consumers are willing to pay more for clean-label products, a figure that has steadily increased.
Despite this strong demand, only 18% of new products in Asia currently meet clean-label requirements, highlighting a significant gap in the market.
The event featured several guest speakers, including:
Officials from Indonesia’s health and finance departments, who provided detailed information on the sugar tax, its rationale, and the planned execution
A popular nutritionist and broadcaster also shared their professional and personal perspectives on sugar consumption and reduction, with a particular focus on stevia.
A guest from NutriScent discussed Thailand’s experience with implementing a sugar tax, offering valuable insights for Indonesian companies preparing for the upcoming regulations.
We would like to extend our heartfelt thanks to Yasin Rahardja, president of Sele Ingredients, and his incredible team for their exceptional organization and hosting of the event.
The SoPure Stevia Solutions Symposium in Jakarta was a resounding success, and we look forward to continuing to support Indonesia’s journey toward healthier, sugar-reduced solutions.
