Coca-Cola and other soft drink manufacturers are actively seeking to create beverages 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 new Nutrition Facts label, which is expected to be mandatory on most food and beverage items by 2020, will also indicate the amount of added sugar in products. High-potency sweeteners such as stevia may enhance the health appeal of product labels.
While companies like Coca-Cola have diversified their product lines to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coke. They are hesitant to lose more customers as the demand for sugar alternatives grows. The challenge lies in identifying a sweetener that can replicate the taste and texture provided by sugar. Aspartame was once a contender, but public health concerns have led to a decline in diet soda consumption. Following customer feedback on social media, Coca-Cola reverted to sugar in Vitaminwater after its sugar-stevia blend was met with disapproval. They also launched Coca-Cola Life with stevia, yet it contained sugar and an aftertaste that many found unappealing.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is to reduce sugar, and enhancing the appeal of our zero-sugar products is a key pillar.” PepsiCo has faced similar difficulties in finding an adequate substitute. Indra Nooyi, CEO of PepsiCo, remarked at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many current options—especially in sodas—“don’t taste that great.”
Among the many natural sweeteners vying for market share, stevia has distinct advantages. It has few calories and no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning a small quantity can achieve significant sweetness. Despite initial hurdles, food and beverage companies, including Coca-Cola, remain committed to stevia as they seek a viable sugar replacement. Stevia contains various glycosides, the compounds responsible for its sweetness. As reported by Beverage Daily, Coca-Cola has partnered with PureCircle, a leading stevia research company, to develop and supply its patented Rebaudioside M glycoside, or Reb M. PureCircle, which holds over 60 stevia-related patents, recently completed sequencing the plant’s genome in collaboration with KeyGene. This research offers ingredient developers a more profound understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize the reality that consumers are increasingly seeking ways to reduce their sugar intake, compelling companies to adapt. Alongside Coca-Cola and PepsiCo, an expanding number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones using stevia. While not all consumers have turned away from sugar, enough have done so to necessitate the discovery of a better sweetener. If not, more soda drinkers—and the vital revenue they generate—will transition to healthier alternatives.
In addition, discussions around nutrition often highlight the importance of calcium citrate with or without food, as consumers become more health-conscious and look for ways to enhance their overall diets. This awareness adds another layer to the conversation about sweeteners and healthier drink options. As companies strive to meet the demands of a more health-focused market, the quest for suitable sweeteners like stevia, and the potential benefits of calcium citrate with or without food, continue to be critical considerations in product development.