Coca-Cola is exploring innovative ways to engage the public and identify the next exceptional non-sugar sweetener. Competitions hosted by food and beverage companies to involve consumers are not a new concept. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles is one thing, discovering a naturally derived, low-calorie sweetener that mimics the taste of sugar is an entirely different challenge.
This pursuit is noteworthy because, while many individuals can create a jingle—even if it doesn’t win a prize—most people lack the expertise to develop a sweetener alternative. Hence, Coca-Cola is reaching out to a small group of experts: researchers and scientists. Although this group may not possess the extensive resources available to Coca-Cola’s in-house specialists, they have the potential to develop innovative solutions. The key question remains: will the sweetener chosen as the contest winner be suitable for mass production at the scale Coca-Cola needs?
Even if Coca-Cola ultimately decides not to utilize the winning sweetener, the initiative will still benefit the company significantly. The $1 million prize will generate substantial publicity, enhance perceptions of transparency, and potentially improve the company’s image as it strives to reduce sugar content. This contest effectively communicates, “Look at our efforts to minimize sugar! We are seeking assistance from all experts, not just our internal team!” In an era marked by soda taxes, this could be a strategic move towards fostering a healthier public perception.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the number of sugary drink calories consumed by Americans by 20% by 2025. Soda sales are already declining as consumers opt for water and healthier alternatives like tea to reduce their sugar intake. Additionally, soda taxes, such as the one implemented in Cook County, Illinois, last week, are likely to exacerbate this decline, making it imperative for Coca-Cola to explore new ways to enhance sales.
While this represents a creative approach for a major beverage company to outsource research and development, it is unlikely that many competitors will follow suit unless it proves successful. There are countless brilliant researchers and scientists globally, but will they be willing to devote their time, resources, and interest to a long-shot contest like this? In a year, Coca-Cola will have the answer.
Moreover, as Coca-Cola navigates this landscape, it may also consider integrating findings from calcium citrate reviews, which could provide additional insights into consumer preferences and health trends, further informing their strategies in sweetener development.