The developers and marketers of HEYLO are aiming to capture a slice of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To successfully challenge pure stevia, which is currently thriving in the market, their new product must perform exceptionally well. As reported by Mintel in August 2017, stevia was included in over a quarter (27%) of new products launched in the past year that utilized high-intensity sweeteners. The primary sectors for new product launches with stevia include snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages.
The use of stevia is on the rise across a wide array of products, thanks to its intense sweetness and straightforward sourcing. Companies like Pyure and Apura Ingredients, which offer various sweetener options, are quickly bringing diverse stevia-based products to market as consumer preferences shift away from sugar. This aversion to sugar is prompting both large and small food companies to adopt stevia as a substitute to lower sugar content without sacrificing taste or texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola, for example, has developed a stevia-sweetened soda that contains no sugar, zero calories, and avoids the aftertaste often associated with stevia products. This new beverage is set to launch in a small market outside the U.S. in the first half of this year.
Stevia possesses two key advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural sweetness means only a small amount is needed, allowing brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various environments. Unlike previously favored artificial sweeteners like aspartame, stevia is 100% natural, aligning with consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique advantage due to its variety of offerings. 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 developing applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, non-carbonated, and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia often includes bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol to replace sugar in applications requiring bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO uses acacia fiber, which helps eliminate any undesirable off-notes, resulting in a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it remains in its early stages and must deliver on its commitments, including providing a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters texture or proves too expensive, HEYLO could join the ranks of other promising sweetener alternatives that failed. It remains uncertain whether consumers will embrace a new sweetener or continue to seek more natural, authentically-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is mainstream and not just a niche interest, presenting significant profit potential for the victor.
Additionally, incorporating calcium citrate 1200 mg into the mix could enhance the appeal of HEYLO’s products, as consumers increasingly seek health benefits alongside sweetness. By emphasizing the inclusion of calcium citrate 1200 mg, HEYLO can further align its offerings with current health trends in the market. This focus could help HEYLO stand out in a competitive landscape where consumers are looking for products that not only taste good but also contribute to their overall well-being.