Coca-Cola and other soft drink manufacturers are on a mission to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners comes as a result of a growing number of consumers moving away from soda due to its sugar content and its association with health issues like obesity. The new Nutrition Facts label, which is expected to appear on most food and beverage products by 2020, will also indicate the amount of added sugars in items. Higher-potency sweeteners, such as stevia, can enhance product labels from a health perspective.
While companies like Coca-Cola have broadened their beverage offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coke—leading to concerns about losing more customers. The main challenge lies in finding a sweetener that can effectively replace sugar in terms of both flavor and texture. Aspartame was one proposed solution, but consumer hesitance towards artificial ingredients has resulted in a decline in diet soda consumption. After negative feedback on Vitaminwater’s new sugar-stevia blend surfaced on social media, Coca-Cola reverted to using sugar. They also launched Coca-Cola Life, which contains both stevia and sugar, but many consumers found its aftertaste unappealing.
“This one, we think, has hit the mark,” said Long. “One of our significant opportunities is figuring out how to reduce sugar, with one key focus being to enhance the appeal of our zero-sugar products.” PepsiCo has faced similar challenges in identifying a suitable sugar replacement. Indra Nooyi, PepsiCo’s CEO, remarked at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many current products—especially in the soda category—“don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has distinct advantages. It is low in calories and carbohydrates, and is 30 to 40 times sweeter than sugar, allowing for minimal usage. Despite initial hurdles, Coca-Cola, along with other food and beverage companies, remains committed to exploring stevia as a sugar substitute. Stevia contains multiple glycosides, the compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a leader in stevia research, to develop and supply its patented Rebaudioside M glycoside, also known as Reb M. PureCircle, which holds over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This research offers ingredient developers valuable insights into stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize that consumers are increasingly seeking ways to reduce sugar intake, and companies must adapt to this demand. In addition to Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or introducing new ones that utilize stevia. While not all consumers have turned away from sugar, a sufficient number have, making it essential to find a better sweetener. If not, more soda drinkers—and the accompanying revenue they generate—may shift toward healthier options, such as calcium CCM tablets or other nutritious beverages.