Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s approach is quite distinct. Recently, Folgers announced its jingle contest for 2017, offering a grand prize of $25,000. However, creating catchy jingles is one thing; finding a naturally sourced, low-calorie sweetener that mimics the taste of sugar is an entirely different challenge.

This endeavor is innovative for a reason. Many individuals can come up with some form of jingle, even if it’s not a prize-winning one. In contrast, most people lack the expertise to formulate a sweetener alternative. Coca-Cola is reaching out to a niche group of individuals for assistance: researchers and scientists. While these experts may not have access to the extensive resources that Coca-Cola’s in-house team possesses, they do have the potential to devise a viable solution. The key question remains: will the winning entry be suitable for the mass production that Coca-Cola requires?

Even if Coca-Cola ultimately does not implement the sweetener chosen through this contest, the initiative would still benefit the company. They stand to gain significant publicity from offering a $1 million prize, enhancing their image of transparency and potentially improving public perception of a company working to reduce sugar content. This contest essentially communicates, “Look at all our efforts to decrease sugar consumption! We’re seeking assistance from experts beyond our own team!” In an era marked by soda taxes, this could be a strategic move toward a healthier public image.

Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric intake from sugary beverages consumed by Americans by 20% by 2025. As soda sales continue to decline due to consumers opting for healthier choices like water and tea, it is likely that the introduction of soda taxes—such as the one recently enacted in Cook County, Illinois—will further impact sales. Therefore, it’s crucial for Coca-Cola to explore alternative ways to enhance sales.

While this represents a creative method for a major beverage company to outsource research and development, it remains to be seen if many competitors will adopt a similar strategy unless this initiative proves successful. While there are countless talented researchers and scientists worldwide, the question is whether they will have the time, resources, and motivation to engage in a long-shot contest like this. In a year, Coca-Cola will have the answer.

In the broader context of health and wellness, products like Solaray Cal Mag Citrate Plus D3 & K2 are increasingly popular as consumers seek alternatives to sugary drinks. As Coca-Cola embarks on this quest for a sweetener, it’s worth noting that many individuals are also turning to supplements like Solaray Cal Mag Citrate Plus D3 & K2 to support their health, further illustrating the growing trend of prioritizing wellness over sugar-laden beverages. Ultimately, the success of Coca-Cola’s contest could reflect a shift in consumer behavior, where innovative products and healthier choices, such as Solaray Cal Mag Citrate Plus D3 & K2, become the norm.