Treatt expert highlights pivotal role of stevia in sugar-reduction reformulation

18 Nov 2019 --- Sugar reduction has become a hot topic in the food and beverage industry as growing pressure from consumers and governments alike forces manufacturers to focus on reformulation. Ahead of her talk tomorrow about key challenges and solutions to reformulation at Food Matters Live 2019, Charlotte Catignani, R&D Manager at global ingredients manufacturer Treatt, sits down with NutritionInsight to share her insight into the role of natural sweeteners in this space.

“Consumer demand for low-sugar options started far earlier than the ‘sugar tax’ legislation. Additionally, the large soft drinks manufacturers began pledging to reduce the number of calories and amount of sugar in their beverages years ago. However, the introduction of the UK Soft Drinks Industry Levy (SDIL) in 2018 definitely caused an increased demand for sugar reduction solutions and make reformulation initiatives much more widespread,” she explains. 

Reducing sugar intake remains a top priority for consumers. In an Innova Consumer Lifestyle and Attitudes Survey (2018), nearly seven out of ten consumers across the countries surveyed (US, UK, France, Germany, China and Brazil) reduced their sugar intake. This is particularly so among the over 55 age group, with consumers in France and Brazil the most likely to be reducing sugar in their diet.

Flavor is a crucial element within sugar reduction, although Catignani highlights that many people do not realize that the majority of the flavor actually comes from aroma. “You can demonstrate this yourself by pinching your nose before putting a flavored sweet in your mouth; with your nose pinched, it just tastes sweet, but when you release your nose, you’ll experience a rush of flavor – that’s the role that aroma plays in flavor.”

She explains that because of this overlap between aroma and taste, any aromas associated with sweetness prompt a physiological response in the brain to make flavors taste sweeter. This is why it is possible to use natural sugar flavors to reduce sugar in products.

“Natural sugar flavors work on their own when you’re only trying to reduce sugar content by a small amount. However, when there are greater reductions targets to meet – for example, to meet the new threshold for the SDIL – high-intensity sweeteners are needed as well,” she notes. 

Charlotte Catignani, R&D Manager at Treatt.The role of stevia
Catignani continues that people are becoming more and more conscious about their health and wellness, which is fueling demand for solutions like Treatt’s products and flavors. She also highlights that the approval to use stevia-based sweeteners in North America and Europe has led to a major shift in industry. “This change has helped to meet the growing demand for natural ingredients, but it also brought with it challenges of how to improve the flavor profile of stevia products.”

While there isn’t a technical difference between sugar reduction for children and for adults, Catignani has noticed that there appears to be a preference for natural high-intensity sweeteners, such as stevia, in products that are specifically targeted to children. She theorizes that this is because the “natural” label is something that parents are looking for, and it has a health halo effect for brands.

Earlier this year, a PureCircle-funded study found that stevia-based sweeteners have no impact on the gut microbiome.

However, last year Kerry released the findings of clean label research on sweetening agents, which revealed that 71 percent of US consumers now read the label for sugar content, while 46 percent surveyed really want to slash their sugar consumption. Consumer perception of the various sweetening agents either skewed strongly natural or strongly artificial. Stevia was the only sweetener that had mixed opinions; 46 percent of consumers believed it is a natural sweetener, and 54 percent deemed it artificial.

Additionally, the American Academy of Pediatrics is calling for the amount of no- or low-calorie sweeteners to be listed on product labels. In this way, families and researchers can better understand how much children are consuming and any possible health effects as these sweeteners are now consumed by at least one in four US children. 

A Treatt for visitors
As the Category Manager for Treatt’s health and wellness sector, Catignani is honing her focus on sugar reduction, developing ingredients and flavors that are naturally sweet without any added sugar or calories. The company offers a range of natural sugar flavors that are derived entirely from sugar but contain no sucrose. They are not particularly sweet on their own, but when paired with high-intensity sweeteners, they give a much more authentic sugar-like experience, smell and flavor, according to Catignani.

“We have seven key categories at Treatt, including citrus, fruit and vegetables, tea and herbs, spices and florals, as well as health and wellness. We continuously develop products for each of these categories, but our most recent activity is going to be the European launch of our new range of natural coffee extracts at Food Matters Live. They have been developed by our global team of Master Roasters and scientists to deliver a consistent, superior taste and are available in a range of varieties, certifications, Brix levels and profiles,” she concludes.

Treatt will be at stand A12 at Food Matters Live 2019, London, UK, November 19-20. Additionally, Catignani will discuss reformulation approaches to meeting calorie and sugar reduction targets on November 19 in Gallery Room 5 between 12:30pm -12:55pm.

By Katherine Durrell