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.
August 19, 2024 – HOWTIAN proudly announces the launch of SoPure™ Dorado, the latest innovation in natural sweeteners designed to meet the rising demand for minimally processed, plant-based products. SoPure™ Dorado is an unrefined golden stevia extract, offering the least processed, plant-based, zero-calorie sweetener.
The company’s newest product was designed for modern food & beverage consumers who are increasingly seeking out products that are honest, simple, and as close to their natural state as possible. In many parts of the world, a significant and growing percentage of the population identifies as “Natural Seekers.” A 2024 Innova Trends Survey revealed 67% of consumers chose to reduce their consumption of over-processed foods to lead a healthier lifestyle, claiming the #1 most important value to them in their diets is transparency. Today’s Natural Seekers are not only seeking natural ingredients for the nutritional value, but increasingly rejecting industrialized food products in favor of those that are “clean and simple.”
“Many consumers believe that stevia, despite being a natural sweetener, undergoes extensive processing that strips it of its natural benefits. With SoPure™ Dorado, we aim to change that narrative. Our innovative product retains its natural golden color and delivers outstanding solubility, making it the ideal choice for products appealing to health-conscious consumers seeking minimally processed alternatives.”
Tom fuzer, vp of market strategy
The misconception that stevia is inherently overprocessed stems in part from the proliferation of alternative stevia processing technologies in recent years. Many of these differing methods don’t require stevia leaves as raw material and blur the lines of what can or should be considered natural sweetener products. However, SoPure™ Dorado stands out with its naturally high concentration of the most desired sweet molecules – the steviol glycoside compounds of the stevia leaves. This allows for a reduction in the extraction process to just one simple step using pure water, maintaining the integrity and naturalness of the sweetener.
Moreover, the cultural significance of golden hues in food is integral to what sets SoPure™ Dorado apart from other sweeteners. In many cultures, golden foods symbolize purity, quality, and natural goodness. Dorado’s naturally retained golden color resonates with these cultural values, adding an extra layer of appeal to an already unique product.
“In fact, SoPure™ Dorado was successfully tested with food and beverage manufacturing customers around the world. We saw not only strong interest in the product’s unique benefits in the market, but also received loads of valuable feedback about the range of opportunities our partners see with it,” Fuzer notes.
Key Benefits of SoPure™ Dorado include:
Outstanding Solubility
Minimally Processed
Naturally Retained, Golden Color
Non-GMO
Zero Calorie
Clean Label
SoPure™ Dorado opens up new opportunities particularly in the sugar and sweetener sector where other stevia products might face challenges. The product is especially suitable for tabletop sweeteners, liquid sweeteners, low glycemic index sugar blends, sweetener portion packs, syrups, and sauces.
In an ever-evolving world of health-conscious consumers chasing zero-sugar and clean-label products, one particular shift in behavior has become clear. Globally, consumers have decided to stop drinking their sugar.
Innova reports 1 in 5 new products launching with sugar reduction claims come from the soft drink category. Since 2018, 14% of all beverage launches worldwide have had sugar reduction claims. At the same time, governments around the world are implementing sugar taxes in efforts to improve public health, with soft drinks as their main target.
Beverages: A Critical Market for Sugar Reduction
The global sugar market has seen significant price increases, with prices at a six-year high and a predicted 2% decline in global sugar production for the 2023-24 season. This means the industry is seeing a substantial gap between supply and demand, resulting in what some are calling “sugarflation.” For cost reasons alone, there is already significant pressure for beverage companies to seek out more cost-effective alternatives to sugar.
But the beverage industry is contending with more than just the surge in sugar prices. With studies showing that sweetened beverages are the leading source of excess sugar consumption, they have become a prime target for sugar reduction efforts. Some of these efforts are self-initiated by manufacturers, but increasingly more are being imposed by regulatory action.
Common Challenges to Sugar Reduction in Beverages
While the need for sugar reduction is clear, formulating beverages that meet these sugar-reduced expectations poses several challenges:
Taste: Traditional sugar provides a clean, sweet taste that is hard to replicate. Many sugar substitutes, whether natural like stevia or artificial like aspartame, can have undesirable aftertastes or lingering sweetness, especially at higher concentrations.
Mouthfeel: Sugar contributes significantly to the mouthfeel and body of beverages. Replacing sugar often results in a thinner, less satisfying texture.
Sweetness-Acidity Balance: Sugar balances the sweetness and acidity in beverages. Substitutes can disrupt this balance, leading to products that are either too sweet, too sour, or lacking in depth of flavor.
Consumer Acceptance: There are often skepticism or negative perceptions about certain sugar substitutes, whether due to taste, perceived health risks, or lack of natural credentials.
Although the public demand is undeniable, these challenges can be enough to deter some product manufacturers from fully embracing sugar reduction.
Stevia: The Natural Sweetener of Choice for Beverages
Stevia is growing in popularity for formulators and in acceptance for consumers. This is particularly the case in the beverage industry, where stevia can be found primarily in iced teas, carbonates, and fruit-flavored drinks.
Source: Innova
The hurdle for food & beverage manufacturers is oftentimes finding the “right” stevia solution for their formulas. Traditional stevia sweeteners, particularly those using Reb A glycosides, may come with a bitter aftertaste and lingering sweetness at high levels. Additionally, achieving the optimal sweetness-acidity balance can be difficult.
“When Reb A was first introduced, the industry hurried to market with stevia-based products without fully optimizing their taste profiles. High levels of Reb A, especially in low purity grades, led to bitterness, aftertaste, and other off-notes that some may still be associated with stevia,” says Tom Fuzer, HOWTIAN’s VP of Market Strategy.
Since that time, the quality and effectiveness of stevia-based sugar reduction solutions for beverages have come a long way. Better tasting glycosides have become more widely available, but the formulation science has also become more advanced with blending different stevias to optimize the taste profiles for different product applications. “HOWTIAN has leaned into developing stevia blends such as SoPure™ Andromeda to optimize for a variety of product categories including dairy and soft drinks,” notes Fuzer.
Solving the Challenges of Sugar Reduction in Beverages
With SoPure™Andromeda, the objective was to develop next-generation stevia solutions that can be utilized for a wide range of beverage applications. By creating blends with a faster onset of sweetness, enhanced fresh fruit flavors, and the neutralization of bitterness and metallic off-notes, beverage manufacturers can now create products that meet consumer demand for reduced sugar without compromising on taste.
Testing shows that Andromeda delivers superior taste performance vs. conventional stevia sweeteners. The proprietary blends are comprised of natural stevia, an important bonus for those looking to maintain a clean label for their products. But perhaps most appealing to manufacturers will be the substantial cost savings that Andromeda yields compared to sugar.
Sample Formula: Iced Tea with 75% Sugar Reduction Using SoPure™ Andromeda
When compared to a formulation using Reb A 97, SoPure™ Andromeda significantly enhances the fresh lemon flavor and provides a fuller mouthfeel. It balances the sweetness and acidity of the iced tea, making the overall flavor more harmonious.
SoPure™ Andromeda Taste Performance vs. Reb A 97
Iced Tea with 75% Sugar Reduction – Formula Comparison
Ingredient
Full Sugar (Benchmark)
RA97 (Sugar Reduction 75%)
SoPure™ Andromeda (Sugar Reduction 75%)
Sugar
9.700
2.425
2.425
Instant Dark Tea
0.150
0.150
0.150
Citric Acid
0.200
0.200
0.200
RA97
–
0.024
–
SoPure™ Andromeda
–
–
0.024
Dark tea flavor
0.020
0.020
0.020
Lemon flavor
0.002
0.002
0.002
Water
89.928
97.179
97.179
Total
100.000
100.000
100.000
Sample Formula: Lemon-Lime Soda with 50% Sugar Reduction Using SoPure™ Andromeda
In this example of a carbonated beverage application, SoPure™ Andromeda achieved a fruitier, more balanced flavor than RA97 with a 50% reduced sugar lemon & lime soda.
SoPure™ Andromeda Taste Performance vs. Reb A 97
Lemon-Lime Carbonated Soda with 50% Sugar Reduction – Formula Comparison
Ingredient
Full Sugar (Benchmark)
RA97 (Sugar Reduction 50%)
SoPure™ Andromeda (Sugar Reduction 50%)
Sugar
10.000
5.000
5.000
RA97
–
0.017
–
SoPure™ Andromeda
–
–
0.017
Citric Acid
0.350
0.350
0.350
Sodium Citric
0.040
0.0400
0.0400
Lemon & Lime Flavor
0.080
0.080
0.080
Water
89.530
94.513
94.513
Total
100.000
100.000
100.000
Join the Sugar Reduction Movement in Beverages
As the global beverage market continues to shift towards healthier, lower-sugar options, it is imperative for beverage manufacturers to stay ahead of the curve. The demand for sugar reduction is not just a trend; it is a significant movement driven by health-conscious consumers, regulatory pressures, and economic factors.
Now is the time to embrace the trend of sugar reduction and future-proof your beverage product lineup for years to come. If you have any questions or need assistance with formulations, please reach out to our experts today and discover how HOWTIAN’s SoPure™ Andromeda can help you succeed in this today’s beverage landscape.
May 30, 2024 – With consumers increasingly demanding products that offer “healthy indulgence,” sugar reduction in today’s beverages is a common threefold challenge of achieving deep cuts in sugar content, replicating sugar’s delicious taste, plus all the while maintaining a clean “natural” product label. Today marks a new horizon for natural beverage sweeteners as HOWTIAN proudly introduces SoPure™ Andromeda. Andromeda, part of HOWTIAN’s industry-leading SoPure™ family of stevia products, is a range of proprietary stevia blends uniquely designed and optimized for a wide range of beverage applications.
“As a natural sweetening solution that offers superior taste performance and significant cost savings over sugar, HOWTIAN’s SoPure Andromeda unlocks new opportunities in sugar reduction for the beverage industry.”
Tom fuzer, vp of market strategy
Following an extensive study at HOWTIAN’s Shanghai Application Technology & Innovation Centre, Andromeda blends have demonstrated exceptional capabilities in enhancing a variety of beverages, far surpassing the performance of conventional Reb A stevia extracts. The unique blends of steviol glycosides have been meticulously formulated to deliver superior overall taste at a cost-effective price, even in beverage applications looking to achieve high levels of sugar reduction and replacement.
Industry efforts to increase the levels and accelerate the pace of sugar reduction in beverages come hardly as a surprise. A National Health and Nutrition Examination Survey found that sugar-sweetened beverages are the #1 source of excess sugar consumption globally. “This places the beverage category squarely as a target for sugar reduction initiatives and regulatory actions like sugar taxes. In addition, rapidly rising sugar prices paired with declining global production of sugar have pressured beverage manufacturers to seek more cost-effective sweetening solutions,” notes Fuzer.
In spite of this, there remain significant hurdles for many beverage companies when it comes to reformulating and sweetening their products with alternatives. Sugar provides a rich, unadulterated sweet taste, whereas sugar substitutes can sometimes produce a lingering, bitter aftertaste at higher concentrations. Beyond sweetness, other taste components of the beverage can also be affected, as well as the body, the smoothness and the overall mouthfeel. Many sugar replacements can lead to an imbalance between sweetness and acidity, or in some cases sourness, in the product.
To help overcome these challenges, SoPure™ Andromeda products have been tailored to deliver a sweetening solution for beverages that exceeds the taste and sensory performance of conventional stevia and other sugar alternatives:
Superior overall taste performance vs the most popular form of Reb A stevia in beverage applications
Faster onset of sweetness and minimized after-taste
Significantly enhanced fresh fruit flavour
Neutralized bitterness and metallic off-notes
100% natural, plant-based, and clean label sugar alternative
SoPure™ Andromeda products are fully natural stevia-based sweetener blends, ideal for formulating clean label beverage products. According to Innova Market Insights, consumers around the world perceive stevia as the “most natural” sugar alternative by far, beating out alternatives including sucralose, aspartame, erythritol, allulose and more.
SoPure™ Andromeda addresses both crucial taste and cost concerns that beverage manufacturers face today. Andromeda provides up to 64% in cost savings on sweetener components compared to traditional sugar. This makes it not only a healthier choice but also an economically attractive one for beverage companies operating in an increasingly cost-conscious market.
With a global rise in health awareness, sugar taxes, and the high cost of sugar, this announcement from HOWTIAN arrives at a critical time to meet industry and consumer needs for superior, cost-effective sugar reduction. The company remains committed to partnering with manufacturing customers to develop ingredient solutions that help meet regulatory standards and consumer preferences without sacrificing quality or profitability.
Beverage companies find themselves having to evolve as consumer health concerns and regulations reshape the industry
Health, natural ingredients, and reduced sugar content are no longer niche trends, but instead they now represent mainstream demands. This has prompted a wave of innovation across the industry, with beverage manufacturers working to actively reformulate products and to meet these shifting expectations.
Brands Respond with New Product Development and Launches
Pepsi in the UK recently announced the launch of its limited-edition Electric Blue, a new citrus-flavored, zero-sugar blue cola. The product was designed to cater to younger consumers while tapping into the current popularity of fruit flavors and sugar reduction. Pepsi’s product development approach behind Electric Blue exemplifies the broader industry’s growth opportunities in today’s flavored cola market.
Pepsi set to super-charge soft drinks with bold Electric blue cola
Public Health and Regulatory Pressures
The impetus for this shift goes beyond consumer preferences. According to the National Health and Nutrition Examination Survey (NHANES) in the US, sweetened beverages comprise the top dietary source of added sugars. For low-income and minority populations in particular, as much as 50% of excess calories are consumed from sugary drinks. Recognizing this, the World Health Organization advocates for global action to curb sugar-sweetened beverage consumption. Additionally, countries are implementing sugar taxes to regulate sugar intake.
As a result, the industry is accelerating its efforts to reduce sugar. According to Innova Market Insights, nearly 20% of global beverage launches between 2018 and 2023 boast sugar reduction claims. Juices, dairy alternatives, carbonates, and iced tea are the most active segments in this space.
Vita Lemon Tea’s Cautionary Tale
The case of Vita Lemon Tea in China highlights the challenges associated with reformulation. While the brand aimed to attract new consumers with a “head-to-toe” transformation, including new packaging and a zero-sugar, zero-fat, zero-calorie formula, the new formula received negative feedback from consumers attached to the traditional taste of a product they had known and loved for so long. For many of the brand’s consumers, they especially questioned why Vita Lemon Tea would replace its formula with one containing the use of artificial sweeteners.
Vita Lemon Tea’s new zero-sugar formula led to some of their fans questioning the use of artificial sweeteners
Consumers Demand Clean Labels and Natural Sweeteners
This story of Vita Lemon and others underscore the importance of natural ingredients alongside sugar reduction. Consumers are increasingly wary of artificial sweeteners, favoring plant-based alternatives like stevia. Innova’s Health & Nutrition Survey in 2023 confirms this trend, with stevia being the most accepted sugar substitute.
Source: Innova Health & Nutrition Survey 2023
Finding the Perfect Balance with Stevia
The rise of stevia reflects consumer preferences for healthy, natural, and flavorful beverages. Beverage launches utilizing stevia are increasing annually, with iced tea, carbonates, and fruit/flavored drinks leading the way.
While stevia holds promise, it’s not a one-size-fits-all solution. Tapping into the full range of glycosides as well as complementary sweeteners is essential. It’s why Tom Fuzer, Vice President of Market Strategy at HOWTIAN, emphasizes that the company’s “comprehensive range of natural sweetening solutions is essential in our being able to offer superior taste performance and significant cost savings over sugar.”.
The beverage industry is undergoing a significant transformation driven by consumer demand for healthier, natural, and lower-sugar options. Ingredient manufacturers are paving the way with innovative solutions, while beverage brands are actively reformulating products. Finding the right balance between sugar reduction, natural ingredients, and taste remains an ongoing challenge, but stevia is poised to be the natural sweetener of choice to meet these demands.
