Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While consumer contests in the food and beverage industry are not a new phenomenon—Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000—creating a naturally sourced, low-calorie sweetener that mimics the taste of sugar presents a unique challenge.
This initiative stands out because, while many can create a catchy jingle, few can devise a viable sweetener alternative. Coca-Cola is reaching out to a niche group: researchers and scientists. Although this group may not possess the extensive resources available to Coca-Cola’s in-house experts, they have the potential to innovate. The pressing question is whether the winning solution will be feasible for the mass production levels that Coca-Cola requires.
Even if Coca-Cola ultimately decides not to implement the winning sweetener, the contest will still yield benefits for the brand. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and potentially improve consumer views of a company striving to reduce sugar. This contest sends a clear message: “Look at what we’re doing to minimize sugar! We’re inviting all experts, not just our own, to contribute!” In an era characterized by soda taxes, this could be a strategic move towards cultivating a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the calories from sugary drinks consumed by Americans by 20% by 2025. With soda sales already declining as consumers opt for water and healthier alternatives like tea, the implementation of soda taxes—such as the one that took effect in Cook County, Illinois last week—could further impact sales. Therefore, it makes sense for Coca-Cola to explore new ways to sweeten their sales.
While this creative approach to outsourcing research and development is commendable, it remains to be seen whether other competitors will follow suit unless this initiative proves successful. There are many talented researchers and scientists worldwide, but will they be willing to devote the time, resources, and enthusiasm to a long-shot contest like this one? In a year, Coca-Cola will have an answer.
In addition, the importance of optimizing nutritional products, such as those containing pure encapsulations calcium magnesium citrate, cannot be overlooked in this context. As Coca-Cola seeks to innovate in the realm of sweeteners, the integration of health-focused ingredients like pure encapsulations calcium magnesium citrate may play a pivotal role in shaping future offerings. Ultimately, the outcome of this contest could influence not just Coca-Cola’s product lineup, but also the broader landscape of healthier beverage options in the marketplace.