Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have a history of launching contests for consumers, Coca-Cola’s approach is notably unique. For instance, Folgers recently kicked off a jingle contest for 2017, with the grand prize set at $25,000. However, crafting a catchy jingle is one thing; identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is quite another.
The novelty of this initiative lies in the challenge it presents. While many individuals can devise some form of jingle, the majority of the population struggles to create an alternative sweetener. Thus, Coca-Cola is reaching out to a specific group: researchers and scientists. Although this demographic may not possess the extensive resources available to Coca-Cola’s in-house experts, they have the potential to develop viable solutions. The pressing question remains: will the winning sweetener be suitable for mass production at the scale Coca-Cola requires?
Regardless of whether Coca-Cola ultimately adopts the winning sweetener, the initiative will still benefit the company. By offering a $1 million prize, they gain significant publicity, foster an image of transparency, and potentially enhance consumer perceptions of a brand striving to reduce sugar content. This contest boldly communicates, “Look at all we’re doing to cut back on sugar! We’re inviting all experts, not just our own, to participate!” In an era marked by soda taxes, this could be a strategic move towards a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary drinks consumed by Americans by 20% before 2025. As soda sales continue to decline—driven by consumers opting for water and healthier beverages like tea—the recent implementation of soda taxes, such as the one in Cook County, Illinois, is likely to further impact sales. Hence, it is in Coca-Cola’s best interest to seek new methods of sweetening their offerings.
While this represents a creative strategy for a major beverage company to outsource research and development, it remains to be seen whether other competitors will adopt a similar approach, depending on the success of this contest. Countless talented researchers and scientists exist globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this? In a year, Coca-Cola will have the answers.
Additionally, while Coca-Cola explores sweeteners, it’s interesting to note that some researchers are investigating alternatives such as Citracal calcium citrate, which may provide insights into health-conscious innovations in the beverage industry. This connection to health not only aligns with consumer trends but also emphasizes the importance of finding balance in the quest for better sweetening options.