October 27, 2022 — HOWTIAN was recently invited to provide an insider perspective on its announcement of achieving a record-breaking 12% Reb A yield. VP of Market Strategy Tom Fuzer goes more in depth on the significance of the milestone and the company’s vision for the future of sugar reduction in a feature piece with New Food Magazine.
The article highlights Project Shennong, a decade-long endeavor built on HOWTIAN’s ambition of a healthier lifestyle for all, regardless of economic means. The work of Project Shennong has resulted in significant strides for the food and beverage industry, and this latest achievement has brought the cost of stevia closer to parity with artificial sweeteners than ever before, all without compromising the natural core of stevia.
In the conversation, Fuzer explains that the cost of stevia is always top of mind for product developers and formulators in the food and beverage manufacturing industry, especially when compared to the cost of artificial sugar substitutes like aspartame. In light of this, some suppliers have pursued alternative methods of manufacturing stevia, including fermentation technologies.
While some of these methods may manufacture sweeteners that may be chemically the same as stevia, Fuzer points out…
“It no longer delivers what consumers actually prefer stevia for – its naturalness. Project Shennong proves that by investing in breeding technologies and developing stevia variants with exceptionally high Reb A content, you can still achieve cost targets without sacrificing what stevia is all about.”
The interview continues to discuss how demand for all-natural stevia is on the rise as consumers seek out products with “clean labels.” Fittingly, this new milestone is but the latest sign of HOWTIAN’s commitment to clean, sustainable sugar reduction with simple, natural ingredients.
HOWTIAN is proud to be at the forefront of the industry, and we thank New Food Magazine for the platform to share this exciting news.
Read the full article here.