The developers and marketers of HEYLO are aiming to capture a portion of the estimated $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass pure stevia, which currently dominates the market, their new product must prove its worth. 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 product launches using stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The increasing use of stevia across various products can be attributed to its high sweetness intensity and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have swiftly introduced various stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is driving food manufacturers, both large and small, to incorporate stevia as a substitute, allowing them to reduce sugar content without sacrificing flavor or texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have contributed to the transition of stevia from a niche ingredient to a mainstream one. For example, Coca-Cola has launched a stevia-sweetened soda that is both sugar-free and calorie-free, without the lingering aftertaste often found in similar products. This new beverage is set to debut in a limited market outside the U.S. in the first half of this year.
One of the key advantages of stevia is its natural sweetness, which is 30 to 40 times greater than that of sugar, along with its zero-calorie content. This natural potency allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can thrive in various environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These characteristics have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a distinct advantage: it offers multiple varieties. 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, revealed to Food Navigator that the company’s partners are exploring 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 often contains bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—to replace sugar in applications requiring bulk or body. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any off-flavors, resulting in a cleaner taste, he explained.
At first glance, HEYLO appears to have a bright future ahead, but it is still in the early stages and must deliver on commitments such as a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If HEYLO alters the texture or becomes too expensive, it risks joining the ranks of other promising sweetener alternatives that have failed.
Whether consumers will embrace a new sweetener or continue seeking more natural, authentic-sounding options remains uncertain. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not merely a niche interest, and there is significant profit potential for the victor. Additionally, incorporating ingredients like Citracal Liquitab could enhance HEYLO’s appeal, providing an opportunity for differentiation in a competitive market.