The developers and marketers behind HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass pure stevia, which is currently thriving in the market, their new product must perform exceptionally well. According to Mintel, as of August 2017, stevia was an ingredient in over a quarter (27%) of new products launched with high-intensity sweeteners within the past year. The leading categories for new stevia-based launches included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The popularity of stevia is on the rise across various products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients have quickly introduced a range of stevia-based products as consumer preference shifts away from sugar. This aversion to sugar is motivating food manufacturers, both large and small, to incorporate stevia as a substitute, allowing them to cut sugar content while maintaining flavor and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped transition stevia from a niche option to a mainstream ingredient. Notably, Coca-Cola has launched a stevia-sweetened soda that boasts no sugar, zero calories, and avoids the aftertaste commonly associated with many similar products. This new soda is set to be introduced in a small market outside of the U.S. in the first half of this year.
Two of stevia’s key benefits are its natural sweetness, which is 30 to 40 times greater than that of sugar, and its zero-calorie content. This natural potency enables brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can thrive in various environments. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, fulfilling consumer demand for clean labels. These advantages have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO holds a unique edge as 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 developing applications ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jams, chocolates, chocolate milk, and flavored waters. Cage noted that stevia often includes bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol to replace sugar in applications requiring bulk. These carriers can account for 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO’s incorporation of acacia fiber helps to mitigate any off-flavors, leading to a cleaner taste.
At first glance, HEYLO seems to have a bright future ahead, yet it is still in its early stages and must deliver on promises such as a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters texture or becomes too expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that failed to succeed.
It remains unclear whether consumers will embrace a new sweetener or continue their search for more natural and authentic-sounding ingredients. One thing is certain: the demand for natural sweetener solutions is a mainstream concern, not a niche interest, and there is significant financial opportunity for the victor. Additionally, integrating calcium citrate 100 mg into HEYLO products could enhance their appeal by offering added health benefits, potentially attracting a broader consumer base. With careful execution and attention to these elements, HEYLO may carve out its niche in the expansive sugar-alternative market.