As consumer interest in sugar has diminished, companies are seeking alternative sweeteners. Recent surveys indicate that approximately 71% of consumers examine sugar content on labels, and 46% express a desire to decrease their sugar intake. In response, the food and beverage industry has invested in exploring various substitutes, with stevia emerging as a notable contender. However, the track record of this non-caloric sweetener has been less than stellar. For example, Petal opted to eliminate stevia from its products in favor of agave due to negative consumer feedback. This sentiment is not unique to Petal; other beverage companies have also encountered dissatisfaction with stevia’s taste. In 2014, Coca-Cola discreetly incorporated stevia into its Vitamin Water, but consumer complaints about the flavor prompted a return to the original sugar formulation. That same year, PepsiCo launched a stevia-sweetened soda targeted at sugar-conscious consumers, yet its bitter taste hindered the product’s success. Sprite in the UK similarly removed stevia from its recipe.
Thom King, founder and CEO of clean label ingredients company Icon Foods, noted last year that stevia’s reputation for a bitter aftertaste could hinder its potential as a sugar replacement. “Stevia has been around for a while, and many companies that adopted it early on did not use it effectively,” King remarked. “As a result, early perceptions of stevia included its bitter aftertaste.” Manufacturers have been striving to enhance the flavor of stevia extracts. In 2017, Coca-Cola introduced a stevia-sweetened soda that boasted zero sugar, zero calories, and aimed to eliminate the usual aftertaste by analyzing numerous molecules in the stevia plant to identify the sweetest components.
It’s not just soda brands that are seeking reformulation; other major companies, including Kraft Heinz, Nestlé, and Unilever, have been working to reduce sugar levels and incorporate alternatives like stevia. However, some experts argue that stevia may never fully replace sugar due to its inherent bitterness, suggesting that any stevia-based formula would likely require another sweetener to enhance its flavor. Finding the ideal substitute for sugar or stevia remains challenging. Former PepsiCo CEO Indra Nooyi previously stated that while there are all-natural, zero-calorie sweeteners available, many options in the market, particularly in the soda category, “don’t taste that great.” The search for effective alternatives continues, with some brands even exploring the use of calcium carbonate and calcium citrate as part of their reformulation strategies to enhance flavor and improve consumer acceptance.