The developers and marketers behind HEYLO are aiming to capture a slice of the projected $16 billion to $20 billion sugar-alternative market, though they face considerable competition. To outshine pure stevia, which is currently thriving in the market, their new product must prove its effectiveness. According to Mintel, as of August 2017, stevia was a component in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year. The primary categories for these new product launches included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages. The use of stevia is on the rise across various products due to its intense sweetness and easy availability. Companies like Pyure and Apura Ingredients, suppliers of diverse sweetener options, have swiftly introduced various stevia-based products as consumer preferences shift away from sugar.
This growing aversion to sugar is prompting food manufacturers, both large and small, to adopt stevia as a substitute, enabling them to reduce sugar content without sacrificing flavor or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a significant role in transitioning stevia from a niche ingredient to a mainstream option. Coca-Cola has developed a stevia-sweetened soda that not only contains no sugar and zero calories but also avoids the aftertaste common in many products with this ingredient. This new product is set to launch in a small international market outside the U.S. in the first half of this year.
Stevia’s advantages include being naturally 30 to 40 times sweeter than sugar and having zero calories, meaning a small amount can be highly effective, allowing brands to use less of it. Additionally, stevia is relatively easy to cultivate, thriving in various climates. Unlike older artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey. However, HEYLO boasts an edge with its diverse offerings, including organic brown sugar alternatives, natural white sugar alternatives, and liquid forms. Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.
Cage noted that stevia often includes bulking agents—such as erythritol, maltodextrin, and dextrose, along with sugar alcohols like maltitol and sorbitol—allowing it to replace sugar in products requiring bulk. These carriers constitute 80% to 90% of the product and can negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any unpleasant off-notes, resulting in a cleaner flavor.
At first glance, HEYLO appears to have a bright future, but it is still in its early stages and must fulfill various commitments, such as delivering a clean taste. It also needs to be economically viable and compatible with the ingredient lists of many food products. If it alters texture or proves too costly, HEYLO risks joining the graveyard of once-promising sweetener alternatives.
It remains uncertain whether consumers will embrace a new sweetener or continue to seek out more natural, authentic-sounding options. One thing is clear: the demand for natural sweetener solutions is a mainstream interest, not merely a niche preference, and there is significant profit potential for the victor. Moreover, as consumers become increasingly health-conscious, they may also seek out the best calcium citrate tablets in India to enhance their dietary regimen, further driving the trend towards natural and beneficial ingredients across the market. The integration of such health-focused products alongside alternatives like HEYLO could reshape the landscape of sweeteners and nutritional supplements alike.