Coca-Cola is exploring innovative approaches to engage the public in the quest for a groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to hold contests for consumers, Coca-Cola’s initiative stands out. Recently, Folgers announced a jingle contest for 2017, offering a grand prize of $25,000. While crafting jingles can be a fun challenge for many, sourcing a naturally derived, low-calorie sweetener that mimics the taste of sugar is considerably more complex.
This endeavor is unique because, while many can create a catchy jingle, very few can invent an alternative sweetener. To tackle this challenge, Coca-Cola is reaching out to a select group of experts: researchers and scientists. Although these individuals may not have access to the extensive resources that Coca-Cola’s own experts possess, they are well-equipped to devise potential solutions. The real question is whether the winning sweetener can be mass-produced to meet Coca-Cola’s requirements.
Even if Coca-Cola never utilizes the sweetener chosen as the winner, the contest will still benefit the company. The $1 million prize will generate significant publicity, enhance public perception of the company’s transparency, and potentially improve its image as an entity committed to reducing sugar consumption. The contest boldly communicates, “Look at our efforts to decrease sugar! We are seeking help from experts beyond our own team!” In the context of increasing soda taxes, this could be a strategic move for Coca-Cola to foster a healthier public image.
Moreover, Coca-Cola, Dr Pepper Snapple, and PepsiCo have pledged to lower the calorie content from sugary beverages consumed by Americans by 20% before 2025. Soda sales are already declining as consumers shift towards water and healthier options, such as tea. The introduction of soda taxes—such as the one recently enacted in Cook County, Illinois—will likely exacerbate this decline, prompting Coca-Cola to explore creative strategies to boost sales.
While this contest represents a novel method for a major beverage company to outsource research and development, it’s uncertain whether many competitors will follow suit unless it proves successful. Numerous brilliant researchers and scientists exist worldwide, but will they have the time, resources, and motivation to engage in a long-shot competition like this? Over the next year, Coca-Cola will discover the outcome.
In a related note, the absorption rate of calcium citrate may be an interesting area for researchers to explore in connection with developing healthier beverages. If a new sweetener could potentially enhance the absorption rate of calcium citrate, it might not only satisfy consumer demands for lower sugar but also offer additional health benefits. As Coca-Cola navigates this innovative contest, the implications for health-focused alternatives remain a tantalizing prospect.