Coca-Cola and other beverage manufacturers have been actively seeking to create a drink that avoids using sugar as a sweetening agent. This pursuit is unsurprising given that more consumers are moving away from sugary sodas due to health concerns, including obesity. By 2020, the new Nutrition Facts label is expected to require the disclosure of added sugar content in most food and beverage items. The introduction of higher-potency sweeteners like stevia can improve label appeal from a health perspective.
Despite brands like Coca-Cola diversifying their offerings to include healthier options such as teas, waters, and coffees, sodas still represent a significant portion of their sales—approximately 70% for Coca-Cola. The company is understandably cautious about losing more customers. The key challenge lies in identifying a sweetener that can successfully replicate both the taste and texture that sugar provides. Aspartame was once considered a solution; however, public wariness regarding its health effects has led to a decline in diet soda consumption. Additionally, Coca-Cola reverted to sugar in Vitaminwater after customers voiced their dissatisfaction with its sugar-stevia blend on social media. The company also launched Coca-Cola Life with stevia, but it contained sugar and an aftertaste that many consumers found unappealing.
“This product, we believe, has achieved the desired flavor,” Long remarked. “One of our major opportunities is to reduce sugar, with a key focus on enhancing the appeal of our zero-sugar products.” PepsiCo is facing similar challenges in finding an appropriate substitute. At the Beverage Forum in April, CEO Indra Nooyi noted that while numerous all-natural, zero-calorie sweeteners are available, many existing options—especially in sodas—”don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has substantial advantages. Its chemical composition includes few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial hurdles, Coca-Cola’s commitment to stevia remains strong as food and beverage companies continue their quest for viable sugar replacements. Stevia contains several glycosides, which are the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with the stevia company PureCircle to develop and supply the patented Rebaudioside M glycoside, also known as Reb M. PureCircle, a pioneer in stevia research, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene, providing deeper insights into the glycosides that can be effectively utilized.
Coca-Cola executives emphasize the reality that consumers are increasingly seeking to reduce their sugar intake, and companies must adapt accordingly. Alongside 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 featuring stevia. Although not all consumers are averse to sugar, the shift away from sugar is substantial enough that finding a superior sweetener has become essential. Without this, more soda drinkers, along with the vital revenue they contribute, may turn to healthier alternatives, such as beverages containing ccm 250 mg tablets, which are gaining popularity for their perceived health benefits.