Coca-Cola and other soda manufacturers are actively seeking to create a beverage that avoids using sugar as a sweetener. This quest for alternative sweeteners is driven by a growing number of consumers who are turning away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugars in items. Higher-potency sweeteners, such as stevia, are likely to improve product labels from a health perspective.
While companies like Coca-Cola have diversified their offerings to include more teas, waters, coffees, and other beverages perceived as healthier, soda still represents a significant portion of their sales—approximately 70% for Coca-Cola. This reliance makes them hesitant to lose any more customers. The main challenge lies in identifying a sweetener that can effectively replicate both the taste and texture of sugar. Aspartame was once considered a potential substitute, but consumer concerns over its health effects have led to a decline in diet soda consumption. In response to social media backlash, Coca-Cola reverted to sugar in Vitaminwater after introducing a sugar-stevia blend. Additionally, they launched Coca-Cola Life with stevia, but this product also contained sugar and an aftertaste that many consumers found unappealing.
“This one, we think, has hit the mark,” said Long, highlighting the company’s focus on reducing sugar while making their zero-sugar products more attractive. PepsiCo has faced similar challenges. Indra Nooyi, the CEO of PepsiCo, noted at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products, particularly in the soda category, “don’t taste that great.”
Among various natural sweeteners competing for market share, stevia has several advantages. It is low in calories and carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite the initial hurdles stevia faced, food and beverage companies, including Coca-Cola, continue to explore its potential as a sugar substitute. Stevia contains various glycosides—chemical compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a leading stevia research firm, to develop and supply its patented Rebaudioside M glycoside, also known as Reb M.
PureCircle, which boasts over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This research enhances ingredient developers’ understanding of stevia’s glycosides and their optimal applications. Coca-Cola executives emphasized that the current trend shows the public’s desire to reduce sugar consumption, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an increasing number of food companies, such as DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating or launching new products with stevia.
While not all consumers have turned against sugar, a significant enough portion has made it crucial to find a better sweetener. If this need goes unmet, more soda drinkers—and the vital revenue they provide—will likely transition to healthier options, including products like calcium citrate gummies that are sugar-free. The urgency to innovate and replace sugar in beverages is clear as companies strive to retain their customer base in an evolving market.