Coca-Cola and other soft drink manufacturers have been striving to create a beverage that uses alternative sweeteners instead of sugar. This push for different sweeteners comes as many consumers are moving away from soda due to its sugar content and its link to health issues like obesity. By 2020, the new Nutrition Facts label, which will be mandatory on most food and beverage products, will also indicate the amount of added sugar in these items. High-potency sweeteners such as stevia are expected to improve the appearance of product labels for health-conscious consumers.
Although companies like Coca-Cola have broadened their product offerings to include more teas, flavored waters, coffees, and other beverages that are perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. As a result, they are hesitant to lose more customers. The challenge lies in finding a sweetener that can replicate the taste and texture that sugar provides. Aspartame was once considered a solution, but consumer concerns about the health effects of this artificial sweetener have led to a decline in diet soda consumption. Following backlash on social media regarding a new sugar-stevia blend in Vitaminwater, Coca-Cola reverted to using sugar. They also launched Coca-Cola Life, which included stevia but was criticized for containing sugar and an unpleasant aftertaste.
“This one, we think, has hit the mark,” Long stated. “One of our greater opportunities is figuring out how to reduce sugar, and a key element in that is enhancing the appeal of our zero-sugar products.” PepsiCo has faced similar challenges in finding an appropriate sugar substitute. At the Beverage Forum in April, CEO Indra Nooyi mentioned that while numerous all-natural, zero-calorie sweeteners exist, many products currently available in the soda market have subpar taste.
Among the various natural sweeteners competing for market share, stevia has several advantages. It has minimal calories and no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial hurdles, food and beverage companies continue to explore stevia as a viable sugar replacement. Stevia contains numerous glycosides, the chemical compounds responsible for its sweetness. Coca-Cola has collaborated with PureCircle, a leading stevia research firm, on a joint development and supply agreement for its patented Rebaudioside M glycoside, also known as Reb M. This molecule was specifically developed for use in beverages, and PureCircle recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This advancement provides ingredient developers with valuable insights into stevia’s glycosides and their optimal applications.
Coca-Cola executives have emphasized that the emerging trend shows consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an increasing number of food manufacturers, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new offerings that incorporate stevia. While not all consumers have turned away from sugar, a significant enough portion has done so, making it essential to identify a better sweetener. If this doesn’t happen, more soda drinkers—and the vital revenue they generate—risk gravitating towards healthier alternatives.
Additionally, the ccm tablet content is being scrutinized for its sugar levels, which adds another layer to the industry’s challenge of finding suitable sweeteners. The ongoing search for effective alternatives underscores the urgency of innovation in the soft drink sector, as companies aim to meet changing consumer preferences and expectations.