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.
How modern stevia formulations are unlocking flavor innovation in a $100B global category
There’s a quiet revolution brewing in the iced tea aisle. Once dominated by sugary, traditional flavors, the category is now evolving in response to consumer demand for healthier, more functional, and more flavorful options. In this new landscape, stevia is playing a more central — and more sophisticated — role than ever before.
Stevia is emerging not merely as a sugar substitute, but increasingly as a catalyst for flavor innovation.
A Market Poised for Transformation
According to Allied Market Research, the global RTD tea market is projected to grow from USD 76 billion in 2025 to over USD 115 billion by 2030, driven by a CAGR of 7–8%. The category’s expansion is being propelled by three powerful forces:
Health consciousness: With rising concerns about diabetes, obesity, and sugar intake, consumers — especially Millennials and Gen Z — are increasingly turning toward tea, in particular, due to its association with natural ingredients and its longstanding reputation for health benefits. According to a 2025 study published in Nutrition Journal, energy drinks, regular soft drinks, and diet soft drinks were most frequently perceived as unhealthy across all surveyed countries, while beverages like water, iced tea, and specialty coffee were perceived as healthier.
Flavor exploration: Younger demographics are seeking adventurous combinations like yuzu-mint, ginger-peach, and floral green teas that go beyond legacy black or lemon variants.
Label scrutiny: As consumers grow more discerning about what’s on their labels, they’re rewarding brands that deliver transparency and simplicity. This shift is accelerating growth in the RTD tea category, where clean-label, plant-based ingredients—like tea extracts and natural sweeteners—are naturally aligned with consumer values.
As a result, the sugar-free segment of RTD tea is growing faster than the category as a whole—and stevia is at the heart of this shift. In fact, stevia was the most widely used sweetener in sugar-free iced tea product launches globally in 2024, with a 49.17% market share according to Innova Market Insights.
Yet despite its rapid adoption, stevia’s role is evolving beyond sweetness alone.
From Sugar Replacement to Flavor Enabler
Traditional stevia formulations were often hampered by taste issues — most notably, a lingering sweetness, slower onset, and a bitter or metallic aftertaste. These challenges were particularly pronounced in complex tea bases, which contain tannins, catechins, and other polyphenols that can enhance bitterness or suppress sweetness.
However, recent advancements—led by HOWTIAN’s SoPure® stevia portfolio—have ushered in a new era of stevia application. Today, stevia can not only match sugar’s sweetness but also contribute to a well-balanced flavor profile, mouthfeel, and sensory harmony across both clear and milk-based teas.
Addressing the Technical Challenges of Tea
Replacing sugar in tea presents unique formulation hurdles:
Acidity and mouthfeel: Sugar naturally buffers acidity and adds body. Removing it often results in sharpness or thin texture.
Flavor separation: In milk teas, sugar acts as a binder between tea tannins, milk fats, and flavor components. Without it, separation can occur.
Sweetness curve: The delayed onset and lingering tail of some steviol glycosides can clash with fruit or botanical notes.
HOWTIAN’s SoPure solutions are engineered to solve these challenges:
SoPure Andromeda® enhances fruit-forward iced teas by delivering a fast onset of sweetness and a clean finish. It pairs especially well with tropical or citrus formats.
SoPure Galaxy® is optimized for milk teas, balancing sweetness while extending fruity or creamy notes and improving overall mouthfeel.
SoPure Dorado®, a golden unrefined extract, is ideal for matcha and green tea formats where a more natural, herbal flavor is desired.
Matching Sweetness and Sourness: Acid Synergy
In addition to sweetener selection, acid pairing plays a critical role in balancing RTD tea flavor.
The sensory timing of acids plays a crucial role in matching stevia’s sweetness profile. As illustrated below, the combination of malic or lactic with citric acid better align with stevia’s delayed sweetness, helping reduce lingering sweetness for a more balanced flavor.
Malic and lactic acids are especially effective in reducing lingering sweetness while preserving balance. Combining them with citric acid often yields the most optimal flavor result.
These strategic acid selections are vital tools for developers working to mimic the roundness and balance of sugar-based formulations—without compromising on taste.
Real-World Formulation Success
HOWTIAN’s SoPure systems aren’t just theoretical—they’re powering real products with dramatic results in both clear and milk-based tea applications.
This clear tea application uses SoPure Andromeda to cut sugar by 75% while improving balance, brightness, and drinkability. Compared to a Reb A97 control, this version delivered significantly fewer off-notes and a cleaner citrus flavor experience.
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
Sugar-Reduced Milk Tea Featuring SoPure Flevia 3
This sugar-reduced milk tea prototype demonstrates how SoPure Flevia 3 can effectively replace added sugar in dairy-based beverages without compromising on flavor or texture. The result is a well-rounded, indulgent drink with clean sweetness and no separation.
Ingredient
Full Sugar (Benchmark)
Sugar Reduction
Sugar
5.000
3.500
HFCS
3.400
3.400
Milk Powder
2.500
2.500
Black Tea
0.700
0.700
Coconut Oil
8.900
8.900
Stabilizer
0.600
0.600
SoPure Flevia 3
–
0.175
Water
78.900
80.225
Total
100.000
100.000
Innovation in Every Sip
The innovation window for the RTD tea category is more open than ever. Beverage developers are no longer limited to basic sugar reduction; they can now use stevia as a functional tool for crafting unique, memorable products. Whether it’s a 50% sugar-reduced hibiscus tea or a zero-calorie lychee jasmine milk tea, the creative boundaries have expanded.
According to Mintel, beverage product launches featuring stevia have risen 15% year-over-year, signaling strong market confidence. Leading global brands have already integrated HOWTIAN’s SoPure stevia systems into their formulation pipelines, accelerating both speed-to-market and consumer acceptance.
As the RTD tea boom continues, success will hinge not just on removing sugar, but on what replaces it. Stevia’s evolution from sweetener to sensory architect marks a turning point in beverage development—especially for brands looking to meet modern demands for flavor, function, and natural appeal.
With the SoPure® line, HOWTIAN empowers brands to create next-generation RTD teas that are healthier, more sustainable, and uncompromisingly delicious.
Create a Formula For Success
Interested in formulating your next tea product with SoPure? Contact HOWTIAN to request a formulation consultation or sample kit featuring Andromeda, Galaxy, and Dorado solutions.
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.
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.
