Coca-Cola and other beverage manufacturers are actively seeking to create drinks that do not rely on sugar for sweetness. This pursuit is driven by the increasing number of consumers moving away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will prominently display the amount of added sugars, further motivating companies to find healthier alternatives. Higher-potency sweeteners such as stevia could enhance product labels from a health perspective.
While brands like Coca-Cola have broadened their offerings to include more teas, waters, coffees, and other beverages perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. Consequently, they are hesitant to lose more customers. The challenge lies in identifying a sweetener that can effectively mimic the taste and texture provided by sugar. Aspartame was once a potential alternative, but consumer concerns over its health implications have led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after receiving backlash on social media regarding its sugar-stevia blend. The company also launched Coca-Cola Life containing stevia, but it still included sugar and an aftertaste that many found unappealing.
“This one, we think, has hit the mark,” Long stated. “One of our bigger opportunities is how to reduce sugar, and a key element of that is making our zero-sugar products more appealing.” Similarly, PepsiCo has faced difficulties in finding an appropriate substitute. Indra Nooyi, PepsiCo’s CEO, remarked at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing sodas do not deliver great taste.
With various natural sweeteners competing for market share, stevia holds significant advantages. It is low in calories and carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial challenges, food and beverage companies, including Coca-Cola, are persistent in their pursuit of stevia as a sugar alternative. Stevia contains multiple glycosides—chemical compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has collaborated with stevia producer PureCircle on a joint development and supply agreement for its patented Rebaudioside M glycoside, known as Reb M. This molecule was specifically developed for beverage applications by PureCircle, a leader in stevia research that holds over 60 related patents. Recently, the company announced it has completed sequencing the stevia plant’s genome with KeyGene, enhancing ingredient developers’ understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that the new reality is that consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. Apart from Coca-Cola and PepsiCo, many food brands, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that incorporate stevia. While not every consumer has turned against sugar, a significant enough portion has expressed a desire for better alternatives. If a suitable sweetener is not found, more soda drinkers—and the essential revenue they generate—may shift to healthier options, such as Citracal Petites from Costco, which are seen as beneficial dietary supplements.