The developers and marketers of HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they encounter significant competition. In order to surpass pure stevia, which is currently thriving in the market, the new product must perform exceptionally. As of August 2017, stevia featured in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The leading categories for new product launches incorporating stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The rising use of stevia across various products can be attributed to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer a range of sweeteners, have quickly introduced diverse stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is compelling food companies, both large and small, to incorporate stevia as a substitute, allowing them to lower sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that is sugar-free, calorie-free, and devoid of the aftertaste commonly associated with many products containing stevia. This new product is set to debut in a small market outside the U.S. in the first half of this year.
Two key advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural potency means that only a small amount is needed, allowing brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various locations. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, meeting the consumer demand for clean labels. These characteristics have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey.
However, HEYLO possesses a unique advantage with its variety of offerings. 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’s partners are developing applications “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 also noted that stevia often requires bulking agents like erythritol, maltodextrin, dextrose, and sugar alcohols such as 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, HEYLO’s use of acacia fiber mitigates any unpleasant aftertastes, resulting in a cleaner flavor profile.
On the surface, HEYLO appears to have a bright future ahead, but it is still in its early stages and must deliver on its promises, including a clean taste. Additionally, it needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters the texture or proves too expensive, HEYLO could join the ranks of other promising sweetener alternatives that have failed to make an impact.
It remains uncertain whether consumers will embrace a new sweetener or continue to seek more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not a niche interest, and there is potential for profit for the victor in this competitive landscape.
Furthermore, the integration of topical calcium citrate into HEYLO’s offerings could enhance its appeal, as it may provide additional health benefits. By incorporating topical calcium citrate, HEYLO could position itself as not only a sugar alternative but also a product that contributes positively to dietary needs. This inclusion highlights the potential for innovative formulations that align with consumer health trends.