Coca-Cola is exploring innovative strategies to engage the public and discover the next breakthrough non-sugar sweetener. It’s not uncommon for food and beverage companies to host contests for consumers; for instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles is relatively straightforward, the challenge of identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is far more complex.
This initiative is groundbreaking for a reason. Many individuals can create a jingle, even if it doesn’t win a prize. In contrast, most people lack the expertise to develop a sweetener alternative. Consequently, Coca-Cola is turning to a niche group: researchers and scientists. Although these professionals may not have access to the extensive resources that Coca-Cola’s internal experts possess, their knowledge and creativity could lead to viable solutions. The key question remains: will the winning entry be suitable for mass production at the scale that Coca-Cola requires?
Even if Coca-Cola ultimately chooses not to utilize the sweetener identified through this contest, the initiative still benefits the company. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and potentially improve the public’s view of a company striving to reduce sugar content. This contest boldly signals, “Look at our commitment to cutting back on sugar! We’re seeking assistance from experts beyond our own team!” In an era where soda taxes are becoming more prevalent, this could represent a strategic move towards a healthier corporate image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the number of sugary drink calories consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards water and healthier beverages like tea, the introduction of soda taxes—such as the one that recently took effect in Cook County, Illinois—could further impact sales. This context makes it imperative for Coca-Cola to seek out alternative ways to boost sales.
While this creative approach to outsourcing research and development may not be widely adopted by competitors unless proven successful, there are countless brilliant researchers and scientists around the globe. However, whether they will have the time, resources, and motivation to engage in such a long-shot contest remains uncertain. In a year, Coca-Cola will have answers.
Interestingly, some individuals have noted that certain non-sugar sweeteners, when consumed in excess, could lead to issues like heartburn, similar to the discomfort sometimes associated with calcium citrate. This highlights the importance of understanding the broader implications of sweeteners in our diets. As Coca-Cola navigates this challenge, the relationship between sweeteners, consumer health, and perceptions will be closely monitored.