Taste Tests Reveal Ingredion’s Stevia Leads in Flavor and Consumer Approval
Ingredion Incorporated Taste Tests (NYSE: INGR), a global leader in specialty ingredients and a pioneer in plant-based sugar reduction, has unveiled a major advancement in the natural sweetener category with the launch of PURECIRCLE™ Clean Taste Solubility Solution (CTSS). This innovative new product promises to redefine sugar reduction strategies across the food and beverage industry by offering unprecedented solubility and taste quality in a clean label format.
The CTSS product represents a transformative leap in stevia-based sweetener technology. According to Ingredion, this natural-origin sweetener is more than 100 times more soluble than rebaudioside M (Reb M), one of the most widely used stevia compounds. This dramatically increased solubility allows for easier incorporation into a broad range of food and beverage applications, without requiring additional processing aids or additives.
Unlike other stevia-derived products or artificial sweeteners that may rely on chemical additives to improve solubility, CTSS is entirely plant-based and free of synthetic ingredients. It mimics the sensory qualities of sugar more closely than traditional stevia options, providing a clean, rounded sweetness with significantly less aftertaste. The breakthrough ingredient delivers a smooth taste profile that closely resembles sugar’s sensory characteristics—offering a truly appealing solution for consumers who are seeking healthier options without sacrificing flavor.
“For years, food and beverage brands have faced real challenges in reducing sugar content without compromising taste, largely due to the limitations of plant-based sweeteners during production,” explained Nate Yates, CEO of PureCircle™ by Ingredion. “Many stevia-based ingredients on the market required additives to improve solubility and taste, but with CTSS, we’ve addressed these issues directly. This is a stevia-only ingredient that delivers the same sweet flavor as sugar, but with far fewer limitations. It represents a new gold standard in sugar reduction technology.”
The applications for CTSS are broad and impactful. It is particularly well-suited for beverages, including carbonated drinks, flavored waters, fruit-based preparations, syrups, liquid concentrates, snack bars, and sauces. Its clean label credentials — including being non-GMO and calorie-free — make it an attractive option for food and beverage manufacturers aiming to meet growing consumer demand for healthier and more natural products.
Moreover, CTSS outperforms not only traditional stevia extracts but also several artificial sweeteners in terms of solubility. Ingredion notes that CTSS dissolves more efficiently than commonly used synthetic sweeteners like aspartame, thereby streamlining the production process for manufacturers. The ease of use and compatibility with existing formulations ensures that food producers can integrate CTSS into their products without additional steps, reformulation efforts, or capital expenditures.
The introduction of CTSS comes at a time when consumers around the world are becoming increasingly mindful of their health and wellness, particularly in relation to sugar consumption. Ingredion’s 2023 proprietary ATLAS consumer research revealed that more than two-thirds of global consumers are willing to pay a premium for products that feature sugar reduction claims. Meanwhile, a separate 2023 survey conducted by Statista found that 46 percent of consumers identify sugar as the number one ingredient they actively try to reduce in their diets.
This growing consumer sentiment is having a significant influence on product development strategies across the food and beverage landscape. Brands are under increasing pressure to deliver healthier offerings that align with clean label and reduced sugar trends—without compromising taste, mouthfeel, or consumer enjoyment. Ingredion’s new CTSS ingredient offers a powerful tool for addressing all of these priorities in a single, natural solution.
Consumer expectations around sweetness have also evolved over the past decade and a half. While some have adapted to the distinctive taste of traditional diet products, others are actively seeking products with a more balanced or even less sweet flavor profile. CTSS allows manufacturers to respond to this shift in preferences, offering a level of customization and sensory fidelity that has not been available with previous plant-based sweeteners.
The launch of CTSS builds upon the momentum created by PureCircle’s Clean Taste Solutions platform, which was introduced last year. This portfolio features a suite of non-GMO stevia solutions designed to deliver optimal taste performance tailored to specific product categories and sugar reduction goals. CTSS stands out as the latest flagship innovation in this lineup, pushing the boundaries of what’s possible in the better-for-you product space.
From a regulatory and marketing standpoint, CTSS also provides brands with clean label advantages. As consumer demand grows for transparency in ingredients, manufacturers using CTSS can appeal to health-conscious shoppers by promoting a natural sweetener that contains no artificial flavors, preservatives, or chemical carriers. This aligns closely with the trend toward simplified, recognizable ingredient lists—a trend that has rapidly gained traction in both mature and emerging markets.
Ingredion is also emphasizing the importance of sensory experience in product adoption. Extensive global consumer panels and rigorous sensory testing have confirmed that CTSS delivers superior taste performance over both artificial sweeteners and other stevia-based ingredients. The ingredient’s reduced linger and bitterness—common drawbacks in traditional stevia formulations—give it a distinct edge in driving consumer satisfaction and repeat purchase.
As Ingredion continues to innovate within the plant-based ingredient space, CTSS marks a significant step forward in the company’s mission to make healthier products more accessible, functional, and enjoyable. The company believes this new solution will enable its customers—ranging from multinational beverage brands to niche health-food producers—to accelerate the development of products that meet consumer demands for wellness, taste, and sustainability.
For food scientists, R&D professionals, and formulators looking to learn more, Ingredion offers technical support and resources to help manufacturers successfully incorporate CTSS into new or existing product lines. Additional information on the benefits and application methods of CTSS, along with other sugar reduction solutions in the Ingredion portfolio, is available through the company’s website and technical documentation.
As the global food and beverage industry continues to prioritize health and innovation, the PURECIRCLE™ Clean Taste Solubility Solution offers a timely and transformative answer to one of the sector’s most pressing challenges—creating delicious, sugar-free products that consumers will love.
