The developers and marketers behind HEYLO are aiming to capture a segment of the projected $16 billion to $20 billion sugar-alternative market, but they will encounter significant competition. To surpass the current popularity of pure stevia, which is thriving in the market, the new product must perform exceptionally well. As of August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The leading categories for new product launches featuring stevia include snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages.
The use of stevia is on the rise across a wide range of products, thanks to its high-intensity sweetness and easy availability. Companies like Pyure and Apura Ingredients, suppliers of various sweetener options, have quickly introduced different stevia-based products to market as consumer preferences shift away from sugar. This growing aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to reduce sugar levels in their offerings without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a significant role in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has launched a stevia-sweetened soda that boasts no sugar, zero calories, and avoids the unpleasant aftertaste common in many products containing this sweetener. This new beverage is set to debut in a small market outside the U.S. in the first half of this year.
Stevia has two significant advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural potency allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to grow and can thrive in various environments. Unlike previously favored artificial sweeteners such as aspartame, stevia is 100% natural, aligning with consumer demands for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique advantage in offering different varieties. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form.
Jeremy Cage, HEYLO’s Chief Marketing Officer, shared with Food Navigator that the company’s partners are exploring applications ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia is typically combined with bulking agents — such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol — to replace sugar in applications requiring bulk or body. These carriers can constitute 80% to 90% of the product and might negatively affect digestion and taste. However, HEYLO incorporates acacia fiber, which mitigates any off-flavors, ensuring a cleaner taste.
At first glance, HEYLO appears to have a promising trajectory, but it remains in its early stages and must deliver on various commitments, such as providing a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of numerous food products. If it alters the texture or becomes prohibitively expensive, HEYLO could join the ranks of failed sweetener alternatives.
It remains uncertain whether consumers will embrace a new sweetener or continue to seek out more natural, authentically branded ingredients. One thing is for sure: the demand for natural sweetener solutions is a mainstream concern rather than a niche interest, and significant profits await the victor. Additionally, with the rising popularity of health supplements such as Kirkland calcium zinc, HEYLO may benefit from associating with health-conscious trends that emphasize natural ingredients. As consumer awareness of nutritional choices grows, leveraging products like Kirkland calcium zinc could enhance HEYLO’s market appeal.