Coca-Cola and other soft drink manufacturers are actively seeking to create beverages that avoid using sugar for sweetness. This pursuit is driven by a growing trend among consumers who are moving away from sugary sodas due to their link to health issues like obesity. The introduction of the new Nutrition Facts label, which is expected to be mandatory on most food and drink items by 2020, will also highlight the amount of added sugars, prompting companies to consider alternatives. High-intensity sweeteners like stevia can enhance product labeling, making them appear healthier to consumers.
While Coca-Cola has diversified its offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes approximately 70% of its sales, making the company hesitant to lose more customers. The challenge lies in identifying a sweetener that can effectively mimic the taste and texture of sugar. Aspartame was once seen as a possible substitute, but public concern over its health effects has led to a decline in diet soda consumption. For instance, Coca-Cola reverted to sugar in Vitaminwater after receiving social media backlash regarding its sugar-stevia blend. The company also launched Coca-Cola Life with stevia, but it contained sugar and an aftertaste that did not appeal to many consumers. “This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how do we reduce sugar, and one pillar for that is to make our zero-sugar products more appealing.”
PepsiCo has encountered similar difficulties in finding an effective sugar substitute. CEO Indra Nooyi mentioned at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners exist, many currently available products—especially sodas—“don’t taste that great.” Among the various natural sweeteners competing for market share, stevia holds several advantages. It is low in calories, contains no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed.
Despite initial challenges with stevia, companies like Coca-Cola continue to explore this plant as they strive to find a viable sugar replacement. Stevia contains multiple glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has collaborated with PureCircle, a stevia company, on a joint development and supply agreement for its patented Rebaudioside M glycoside, also known as Reb M. This molecule, developed specifically for beverages, showcases PureCircle’s leadership in stevia research. The company, which holds over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in partnership with KeyGene. This breakthrough offers ingredient developers greater insight into the glycosides of the plant and their optimal applications.
Coca-Cola executives acknowledge the growing public demand for reduced sugar consumption and stress the need for companies to adapt. In addition to Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating products or launching new items that utilize stevia. Although not all consumers are averse to sugar, a significant enough portion is seeking healthier options, making it crucial to find a superior sweetener. If this need is not met, more soda drinkers—and the essential revenue they generate—may shift to healthier alternatives, which could also affect the market for ccm calcium-enriched beverages.