September 15, 2022 — VP of Market Strategy Tom Fuzer was recently asked to provide the HOWTIAN perspective on the meteoric rise of natural sweeteners like stevia in an in-depth interview with ConfectioneryNews.

In the conversation, he explains that food and beverage products with sugar-reduction claims have increased by 13.5% over the past five years — and leading that charge are plant-derived ingredients, thanks to rising consumer demand for clean, natural sugar alternatives.

The article speaks not only to the growing market for natural sugar substitutes, but also the evolution of their taste and incorporation into food and beverage products. This of course includes the confectionery category, and we shared some insights on how to best formulate with stevia for candys and confections.

There are a variety of methods for successfully replacing sugar in confections and replicating its properties beyond sweetness, says Tom Fuzer, VP of Market Strategy at HOWTIAN, the world’s largest manufacturer of natural stevia leaf extracts. “One we’ve found particularly essential is the use of a bulking agent to supplement natural sweeteners and maintain the size of the candy. Natural bulking agents, such as erythritol, allulose, and soluble fiber are also often needed to provide a similar mouthfeel or chew.

The interview also addresses how the industry continues to face challenges with “outdated” perceptions of stevia as a bitter-tasting sugar substitute. It was a good opportunity to speak to the innovations stevia has seen over the years as more and more better-tasting glycosides, such as Reb D and Reb M, are commercialized. In fact, HOWTIAN’s own SoPure™ Stevia is well-reputed by our customers to be one of the most consistent-tasting stevia brands from batch to batch. This is all thanks to company’s vertically integrated manufacturing process and centrally managed production of raw stevia extract.

Read the full article here.