Coca-Cola and other soda manufacturers have been on a mission to create a beverage that avoids sugar as a sweetener. This pursuit is understandable given the increasing number of consumers who are turning away from soda due to its sugar content and its association with health issues like obesity. By 2020, most food and beverage products will be required to feature the new Nutrition Facts label, which will include the amount of added sugar in each item. High-potency sweeteners such as stevia could enhance product labels, making them appear healthier to consumers.
While companies like Coca-Cola have broadened their beverage offerings to include more teas, waters, coffees, and other options perceived as healthier, soda still constitutes a significant portion of their sales—about 70% in Coca-Cola’s case. They are understandably hesitant to lose more consumers. The primary challenge lies in identifying a sweetener that can effectively mimic both the taste and texture of sugar. Aspartame was once seen as a potential substitute, but consumer apprehensions regarding the health effects of this artificial ingredient have led to a decline in diet soda consumption.
Coca-Cola reverted to using sugar in Vitaminwater after receiving backlash on social media over its new sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but was criticized for its sugar content and an aftertaste that many found unappealing. “This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how to reduce sugar, and a key part of that is making our zero-sugar products more attractive.”
PepsiCo has faced similar challenges in finding an appropriate alternative. Indra Nooyi, the company’s CEO, noted at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, most existing products in the soda market “don’t taste that great.” As various natural sweeteners compete for market share, stevia has distinct advantages. It offers minimal calories and no carbohydrates and is 30 to 40 times sweeter than sugar, making it a powerful option.
Despite initial hurdles, food and beverage companies remain committed to exploring stevia as a replacement for sugar. Stevia contains several glycosides—the compounds that provide its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia firm PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule was specifically developed for use in beverages by PureCircle, a pioneer in stevia research. The company, which holds over 60 patents related to stevia, recently completed sequencing the plant’s genome with KeyGene’s assistance. This research offers ingredient developers greater insight into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized the new reality: consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or introducing new ones that utilize stevia.
While not every consumer has turned against sugar, enough have done so that finding a better sweetener has become essential. Otherwise, more soda drinkers—and the vital revenue they generate—may shift to healthier alternatives. Additionally, incorporating ingredients like 1000 mg calcium citrate into these beverages could further enhance their appeal to health-conscious consumers looking for nutritious options.