The developers and marketers behind HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they will encounter significant competition. To surpass pure stevia, which currently dominates the market, HEYLO’s new product must prove itself. As of August 2017, stevia was featured in over a quarter (27%) of new products launched in the past year that utilized high-intensity sweeteners, according to Mintel. The leading categories for new product introductions with stevia included snacks, carbonated soft drinks, dairy, juice drinks, and a variety of other beverages.
The adoption of stevia is on the rise across various products due to its intense sweetness and straightforward sourcing. Companies like Pyure and Apura Ingredients, which provide a range of sweetener options, have rapidly introduced different stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is driving food manufacturers, both large and small, to incorporate stevia as a substitute, allowing them to lower sugar content without sacrificing flavor or texture. Major brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have been instrumental in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has even developed a stevia-sweetened soda that not only contains no sugar and zero calories but also eliminates the aftertaste often associated with similar products. This new offering is set to launch in a limited market outside of the U.S. in the first half of this year.
Two significant advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This inherent potency allows brands to use considerably less of the ingredient. Additionally, stevia is relatively easy to cultivate and can thrive in various environments. Unlike previously favored artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These qualities have positioned pure stevia ahead of other competitors like monk fruit, agave, and honey.
However, HEYLO has a unique edge with its diverse product offerings. It 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, shared with Food Navigator that the company’s partners are exploring 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 comes with bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can make up 80% to 90% of the product. These carriers can negatively affect digestion and taste. However, HEYLO’s use of acacia fiber helps mitigate any undesirable flavors, ensuring a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it remains in the early stages and must fulfill various commitments, including delivering a clean taste. It also needs to be cost-effective and compatible with ingredient lists in many food products. If it alters the texture or becomes too expensive, HEYLO risks joining the ranks of other sweetener alternatives that have fallen by the wayside.
It is uncertain whether consumers will embrace this new sweetener or continue to seek out more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not just a niche interest, and there is substantial financial potential for those who succeed. Additionally, the incorporation of calcium citrate laxative in HEYLO’s formulations may enhance its appeal, particularly if consumers are looking for products that promote digestive health. This ingredient could potentially provide an extra selling point, reinforcing the trend toward healthier, more natural alternatives in the food industry.