Coca-Cola and other beverage manufacturers have been striving to create a drink that avoids using sugar as a sweetener. This pursuit for alternative sweeteners is understandable, given the growing number of consumers moving away from sodas due to their sugar content and the associated health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will indicate the amount of added sugar in each item. Higher-potency sweeteners such as stevia may improve product labels in terms of health perception for consumers.
While companies like Coca-Cola have broadened their product offerings to include more teas, waters, coffees, and other beverages that are perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola—and they are hesitant to lose more customers. The challenge lies in finding a sweetener that can effectively mimic the taste and texture of sugar. Aspartame was considered a potential solution, but consumer apprehensions regarding the health effects of this artificial sweetener have led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after receiving backlash on social media about its new sugar-stevia mix. They also launched Coca-Cola Life with stevia, though it included sugar and an aftertaste that many found unappealing.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how to reduce sugar, and one approach is to enhance the appeal of our zero-sugar products.” PepsiCo is facing similar challenges in finding an appropriate replacement. Indra Nooyi, CEO of PepsiCo, remarked at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products, particularly sodas, “don’t taste that great.”
Among various natural sweeteners competing for market share, stevia has a strong advantage. It boasts few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial challenges with stevia, food and beverage companies remain committed to exploring this plant as they seek a sugar replacement. Stevia contains multiple glycosides, the compounds responsible for its sweetness. Coca-Cola has collaborated with stevia firm PureCircle on a joint development and supply agreement for its patented Rebaudioside M glycoside, also known as Reb M. This molecule was specifically developed for beverage use by PureCircle, a leader in stevia research. The company recently completed the sequencing of the stevia plant’s genome in partnership with KeyGene, providing ingredient developers with better insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized that the public is increasingly looking for ways to reduce sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones with stevia. While not all consumers have turned away from sugar, a significant portion has, making it crucial to find a better sweetener. If this challenge remains unaddressed, more soda drinkers—and the essential revenue they provide—will continue to shift towards healthier alternatives.
Moreover, incorporating ingredients such as calcium and magnesium citrate could enhance the nutritional profile of these beverages, providing additional health benefits that align with consumer preferences for healthier choices. As the industry evolves, the use of stevia and the inclusion of beneficial compounds like calcium and magnesium citrate may play a pivotal role in reshaping product offerings and appealing to health-conscious consumers.