Coca-Cola and other beverage manufacturers are on a mission to create a drink that avoids sugar for sweetening. This pursuit is understandable, as a growing number of consumers are turning away from sodas due to their sugar content and its association with health issues like obesity. The new Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugars in items. Higher-potency sweeteners, such as stevia, may improve product labels from a health perspective.
While companies like Coca-Cola have diversified their offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales — roughly 70% for Coke — and they are hesitant to lose more customers. The challenge lies in identifying a sweetener that can mimic the taste and texture that sugar provides. Aspartame was considered a potential solution, but public concerns regarding the health effects of this artificial ingredient have led to a decline in diet soda consumption. Following social media backlash, Coca-Cola reverted to using sugar in Vitaminwater after a failed sugar-stevia blend launch. They also introduced Coca-Cola Life, which incorporated both stevia and sugar, but faced criticism over its aftertaste.
Long stated, “We believe we’ve found a successful formula. A significant opportunity for us is how to reduce sugar, and enhancing the appeal of our zero-sugar products is a key aspect.” PepsiCo has faced similar challenges in finding an adequate substitute. Indra Nooyi, the CEO of PepsiCo, noted at the Beverage Forum in April that while there are many natural, zero-calorie sweeteners available, many existing products on the market, particularly sodas, “don’t taste great.”
Among the various natural sweeteners competing for market share, stevia stands out for several reasons. With minimal calories and no carbohydrates, stevia is also 30 to 40 times sweeter than sugar, making it an efficient option. Despite initial hurdles, food and beverage companies, including Coca-Cola, remain committed to stevia as they strive to find a viable sugar alternative. Stevia contains numerous glycosides, the compounds responsible for its sweetness. Coca-Cola has partnered with stevia specialist PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. PureCircle, a frontrunner in stevia research, recently completed sequencing the plant’s genome in collaboration with KeyGene, enhancing ingredient developers’ understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize the new reality: consumers are increasingly seeking ways to lower their sugar intake, and companies must adapt. Alongside Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new offerings utilizing stevia. While not all consumers have abandoned sugar, enough have shifted their preferences, making it essential to find a superior sweetener. Otherwise, more soda drinkers, along with the crucial revenue they generate, may migrate to healthier alternatives.
Additionally, discussions on health and nutrition often touch upon topics such as calcium citrate vs calcium carbonate kidney stones, highlighting the growing interest in informed dietary choices. As consumers navigate the landscape of sweeteners and health, the need for effective sugar alternatives becomes increasingly apparent.