The developers and marketers behind HEYLO are eager to capture a piece of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To successfully challenge the dominance of pure stevia, which is currently thriving in the market, HEYLO’s new product must perform exceptionally well. As of August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the previous year, according to Mintel. The leading categories for new product launches featuring stevia included snacks, carbonated soft drinks, dairy products, juice drinks, and various other beverages.
The growing popularity of stevia across a wide range of products can be attributed to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which supply various sweetener options, have rapidly introduced diverse stevia-based products as consumer preferences shift away from sugar. This increasing aversion to sugar is encouraging food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream option. For instance, Coca-Cola has developed a stevia-sweetened soda that boasts no sugar, zero calories, and avoids the aftertaste often associated with similar products. This new beverage is set to launch in a small market outside the U.S. in the first half of this year.
Stevia’s advantages include its natural sweetness, which is 30 to 40 times greater than sugar, coupled with zero calories. This natural potency means that only a small amount is required, allowing brands to use less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various environments. Unlike older artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These qualities have positioned pure stevia ahead of alternatives like monk fruit, agave, and honey. However, HEYLO does have a unique advantage in its product variety. The company plans to produce organic brown sugar alternatives, natural white sugar alternatives, and liquid forms.
Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are working on applications ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia often contains bulking agents—such as erythritol, maltodextrin, and dextrose—as well as sugar alcohols like maltitol and sorbitol, which can replace sugar in applications requiring bulk. These bulking agents typically make up 80% to 90% of the product and can adversely affect digestion and taste. However, HEYLO incorporates acacia fiber, which helps eliminate any undesirable flavors for a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in its early stages and must deliver on promises such as providing a clean taste. Additionally, it needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters the texture or is too expensive, HEYLO risks joining the ranks of other failed sweetener alternatives. It remains uncertain if consumers will embrace a new sweetener or continue to seek more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not merely a niche interest, and there is substantial profit potential for those who succeed.
Moreover, as consumers become increasingly health-conscious, questions are arising about the safety of various food additives, including concerns like “is calcium citrate bad for you?” This highlights the need for transparency in ingredient sourcing and formulation, as consumers are more interested than ever in understanding what goes into their food products.