The developers and marketers behind HEYLO are eager to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass the current market leader, pure stevia, HEYLO’s new product must prove its effectiveness. As of August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the previous year, according to Mintel. The primary categories for new products utilizing stevia 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 ease of sourcing. Manufacturers like Pyure and Apura Ingredients, which provide a range of sweetener options, have quickly introduced various stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is driving food companies, both large and small, to incorporate stevia as a substitute, allowing them to lower sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestlé, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream one. Coca-Cola has launched a stevia-sweetened soda that contains no sugar, zero calories, and avoids the unpleasant aftertaste found in many other stevia products. This new beverage is set to debut in a small market outside the U.S. in the first half of this year.
Stevia boasts two key advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural intensity allows brands to utilize significantly smaller quantities of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various locations. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique benefit — it offers multiple varieties, including an organic brown sugar alternative, a natural white sugar alternative, and a liquid form.
Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are developing applications “from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.” Cage noted that stevia usually comes with bulking agents — erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol — which can replace sugar in applications requiring bulk. These carriers often comprise 80% to 90% of the product and can negatively affect digestion and taste. However, HEYLO incorporates acacia fiber to mitigate any off-taste, resulting in a cleaner flavor.
At first glance, HEYLO appears to have a bright future, but it is still in the early stages and must deliver on promises, particularly regarding taste. It also needs to be cost-effective and compatible with ingredient lists across various food products. If HEYLO alters the texture or proves too expensive, it risks joining the ranks of other promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace another sweetener or continue seeking more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not a niche interest, presenting a lucrative opportunity for the victor. As for HEYLO, it could potentially be paired with products like Citracal D Chewable, further enhancing its appeal in the health-conscious market.