The developers and marketers behind HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they encounter significant competition. To surpass pure stevia, which currently holds a strong position in the market, the new product will need to perform exceptionally well. As of August 2017, stevia was featured in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The primary categories for these new stevia-based products included snacks, carbonated soft drinks, dairy, juice beverages, and other drinks.
The use of stevia is on the rise across various products due to its intense sweetness and easy availability. Companies like Pyure and Apura Ingredients, which supply a range of sweetener options, have swiftly introduced diverse stevia-based products as consumer preferences shift away from sugar. The growing apprehension surrounding sugar is driving both large and small food companies to incorporate stevia as a substitute, allowing them to reduce sugar content without sacrificing taste or texture. 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 one. Notably, Coca-Cola has developed a stevia-sweetened soda that is not only sugar-free and calorie-free but also avoids the aftertaste commonly associated with many stevia products. This new offering is set to launch in a small market outside the U.S. in the first half of this year.
Stevia boasts two significant advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural intensity means that only a small amount is required, allowing brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate, thriving in various environments, and unlike previously popular artificial sweeteners like aspartame, it is completely natural, aligning with consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey.
However, HEYLO has a unique edge— it offers multiple varieties. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, informed Food Navigator that the company’s partners are exploring applications for HEYLO in a wide range of products, including ketchup, 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 includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—added to it to provide the necessary bulk in various applications. These carriers can constitute 80% to 90% of the product and may negatively impact digestion and flavor. However, HEYLO’s use of acacia fiber mitigates off-flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future ahead, yet it remains in the early stages and must deliver on several promises, such as providing a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of numerous food products. If HEYLO alters the texture or becomes prohibitively expensive, it risks joining the ranks of other promising sweetener alternatives that failed to succeed.
It is uncertain whether consumers will embrace a new sweetener or continue seeking more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not a niche market, and there is significant profit potential for the victor. Moreover, products like Citracal Slow Release 600 are indicative of the growing interest in health-oriented alternatives, emphasizing the importance of clean and effective ingredients in today’s market.