As consumer interest in sugar has waned, companies have sought alternatives. Recent surveys indicate that approximately 71% of consumers check sugar content on labels, and 46% aim to cut down on sugar intake. In response, food and beverage companies have invested in exploring various substitutes, with stevia emerging as a notable option. However, the non-caloric sweetener has faced challenges in terms of consumer acceptance. For instance, Petal opted to remove stevia from its products in favor of agave, as some consumers found it unpalatable. This sentiment isn’t unique to Petal; other beverage companies have also encountered similar feedback. In 2014, Coca-Cola discreetly introduced stevia into Vitamin Water, only to revert to its original sugar formula following consumer complaints about taste. That same year, PepsiCo launched a stevia soda aimed at those looking to avoid sugar, but the ingredient’s bitter flavor negatively impacted the product’s reception. Additionally, the UK version of Sprite eliminated stevia from its recipe. According to Thom King, founder and CEO of Icon Foods, a clean label ingredients company, the reputation of stevia’s taste hampers its potential as a sugar replacement. “Stevia has been around for a while, and many early adopters did not utilize it effectively,” King noted. “Consequently, the initial perception of stevia as having a bitter aftertaste has persisted.”
Manufacturers have since focused on improving the flavor of stevia extracts. In 2017, Coca-Cola developed a stevia-sweetened soda that claimed to contain no sugar, zero calories, and to have eliminated the typical aftertaste by analyzing numerous molecules in the stevia plant to isolate the sweetest components. This pursuit of reformulation isn’t limited to soda brands; major names like Kraft Heinz, Nestlé, and Unilever are also working to reduce sugar and incorporate alternatives like stevia. However, some experts argue that stevia cannot fully replace sugar due to its inherent bitterness, suggesting that any stevia-based formula may require additional sweeteners to enhance flavor. Finding the ideal substitute for sugar or stevia remains a challenge. Former PepsiCo CEO Indra Nooyi has noted that while all-natural, zero-calorie sweeteners exist, many available options, particularly in the soda category, “don’t taste that great.”
Interestingly, among the alternatives being explored, calcium citrate names have surfaced as potential candidates for reformulating beverages. This ingredient may help improve the overall taste profile while contributing to consumers’ desire for healthier options. As the industry continues to search for the perfect sugar substitute, the integration of calcium citrate names could play a significant role in shaping future product offerings.