Coca-Cola is exploring innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have long created contests for consumers, Coca-Cola’s initiative stands out. For instance, Folgers recently launched a jingle contest for 2017, offering a $25,000 grand prize. However, creating catchy jingles is one thing; identifying a naturally sourced, low-calorie sweetener that mimics sugar’s taste is quite another.
This endeavor is unique for a reason. While many individuals can devise a jingle, the majority cannot generate alternative sweeteners. To tackle this challenge, Coca-Cola is reaching out to a select group: researchers and scientists. Although these experts may lack the extensive resources that Coca-Cola’s in-house team benefits from, they possess the potential to devise a solution. The critical question remains: will the winning entry be suitable for large-scale production that meets Coca-Cola’s needs?
Even if Coca-Cola never adopts the sweetener chosen as the winner, the company still stands to gain. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and potentially improve consumer sentiment regarding Coca-Cola’s efforts to reduce sugar content. This contest sends a clear message: “Look at everything we’re doing to reduce sugar! We’re seeking assistance from all experts, not just our internal team!” In an era of soda taxes, this could be a strategic move toward cultivating a healthier public image.
In addition, Coca-Cola, Dr Pepper Snapple, and PepsiCo have committed to decreasing the calorie content of sugary drinks consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers opting for water and healthier beverages like tea, the introduction of soda taxes—such as the one implemented in Cook County, Illinois last week—may further impact sales. Thus, it is prudent for Coca-Cola to explore ways to enhance its sales.
While this represents a creative method for a major beverage company to outsource research and development, it’s unlikely many competitors will adopt a similar approach unless Coca-Cola’s initiative proves successful. There are countless brilliant researchers and scientists globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this? Only time will tell, and in a year, Coca-Cola will have its answer.
Moreover, during this search for a non-sugar sweetener, Coca-Cola might also consider the potential of ingredients like cal mag citrate, known for its health benefits. Integrating such elements could not only enhance the appeal of the new sweetener but also align with Coca-Cola’s goals of promoting a healthier image. As they move forward, the incorporation of cal mag citrate could play a role in shaping the future of their products, making it even more essential for Coca-Cola to remain engaged with the scientific community throughout this process.