Coca-Cola and other soda manufacturers are actively seeking to create beverages that do not rely on sugar for sweetness. This quest for alternative sweeteners is driven by a growing number of consumers moving away from soda due to its sugar content and its association with health issues like obesity. With the new Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, the amount of added sugar will also be prominently displayed. Higher-potency sweeteners such as stevia may improve product labels in terms of health appeal.
While companies like Coca-Cola have diversified their product offerings to include more teas, waters, coffees, and other beverages perceived as healthier options, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. They are understandably hesitant to lose more customers. The key challenge lies in identifying a sweetener that can mimic the taste and texture of sugar. Aspartame was once considered a potential alternative, but many consumers have turned away from diet sodas due to health concerns surrounding artificial ingredients. In response to customer backlash, Coca-Cola reverted to sugar in Vitaminwater after complaints about its new sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but still contained sugar and an aftertaste that did not resonate well with many consumers.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how we can reduce sugar, and a crucial part of that is making our zero-sugar products more appealing.” PepsiCo faces similar challenges in finding an adequate replacement. Indra Nooyi, CEO of PepsiCo, remarked at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, most of the existing products—especially in the soda category—“don’t taste that great.”
Stevia has a strong position among the various natural sweeteners competing for market share. With minimal calories and no carbohydrates, stevia is also 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial hurdles with stevia, food and beverage companies, including Coca-Cola, are not giving up on this plant as they seek a sugar replacement. Stevia contains numerous glycosides—chemical compounds responsible for its sweetness. Coca-Cola has collaborated with PureCircle, a leading stevia company, on a joint development and supply agreement for its patented Rebaudioside M glycoside, also known as Reb M. This specific molecule was developed for use in beverages, and PureCircle, which holds over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in partnership with KeyGene. This research gives ingredient developers a deeper insight into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the public’s desire to reduce sugar intake is a new reality that companies must address. Besides Coca-Cola and PepsiCo, an increasing number of food companies—such as DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or launching new ones that incorporate stevia.
While not every consumer has turned against sugar, enough have done so that finding a better sweetener is essential. Otherwise, more soda drinkers—and the significant revenue they provide—may migrate to healthier beverage options. Additionally, incorporating ingredients like kal calcium citrate 1000 mg could appeal to health-conscious consumers looking for added nutritional benefits in their drinks.