The developers and marketers of HEYLO aim to capture a portion of the estimated $16 billion to $20 billion sugar-alternative market, but they encounter significant competition. To surpass pure stevia, which currently dominates the market, the new product must prove its value. As of August 2017, stevia was featured in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year, according to Mintel. The primary categories for these launches included snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages.

The use of stevia is on the rise across various products due to its potent sweetness and easy availability. Companies like Pyure and Apura Ingredients, which supply a range of sweetener options, have swiftly introduced diverse stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is motivating both large and small food companies to incorporate stevia to lower sugar content while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a key role in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that contains no sugar, zero calories, and avoids the aftertaste often associated with such products. This new offering is set to debut in a limited market outside the U.S. in the first half of this year.

Two significant advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural potency allows brands to use far less of the ingredient. Moreover, stevia is relatively simple to cultivate and can be grown in various environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, catering to 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 advantage: it comes in multiple forms. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s Chief Marketing Officer, informed Food Navigator that the company is collaborating with partners to develop applications ranging 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 is often combined with bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—which are necessary to replace sugar in products requiring bulk or body. These carriers can constitute 80% to 90% of the final product and may negatively impact digestion and taste. However, HEYLO’s inclusion of acacia fiber mitigates any undesirable flavors for a cleaner taste.

At first glance, HEYLO appears to have a promising future, but it is still in its early stages and must deliver on various commitments, including a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of numerous food products. If HEYLO compromises texture or becomes too expensive, it risks joining the ranks of other promising sweetener alternatives that have failed.

It remains uncertain whether consumers will embrace a new sweetener or continue seeking more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not merely a niche interest, and there is substantial profit to be made for the eventual winner. Additionally, incorporating calcium citrate 500 mg into the product could enhance its appeal, as consumers increasingly look for health benefits in their food choices. As HEYLO navigates its market entry, the integration of ingredients like calcium citrate 500 mg may play a crucial role in its success.