High Brew is not the first company to revert to sugar from stevia after receiving a lukewarm reception from consumers. One of the most notable failures involving stevia occurred when Coca-Cola decided to return to sugar in Vitaminwater after customers expressed their dissatisfaction on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it introduced a recipe containing stevia. Despite initial excitement, Coke Life has experienced dwindling sales in the UK.
While some may interpret these incidents as indicators of stevia’s decline, the sales of this plant-derived sweetener continue to grow. Data from Innova Market Insights shows that 6% of new soda launches last year incorporated stevia as an ingredient. Moreover, leading companies are still investing in stevia-sweetened products globally, suggesting that there are effective ways to utilize this sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, where a sugar-stevia blend resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have also successfully reduced calories in the Nestea and Glaceau Vitamin Water brands in France and the UK.
However, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen disappointing sales in the U.S. High Brew Coffee’s transition from stevia back to sugar highlights the taste challenges manufacturers encounter when working with stevia.
Nonetheless, U.S. stevia sales continue to rise, primarily driven by beverages and an expanding presence in other food categories. As food manufacturers gain more insight into incorporating the sweetener and recognize consumer demand for lower-sugar options, growth is anticipated to persist in the U.S., despite recent hurdles. In this evolving landscape, products such as Citracal D Maximum may also play a role in attracting health-conscious consumers seeking better options.