Coca-Cola and other soda manufacturers are actively seeking to create beverages that do not rely on sugar for sweetness. This search for alternative sweeteners comes as more consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, which will likely be mandatory on most food and beverage items by 2020, will also indicate the amount of added sugars in products. High-potency sweeteners such as stevia are expected to improve product labels from a health perspective. Although companies like Coca-Cola have diversified their product ranges to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola—making them hesitant to lose more customers.
The challenge lies in identifying a sweetener that can effectively substitute for sugar in both taste and texture. Aspartame was once considered a potential alternative, but consumer concerns about the health effects of this artificial sweetener have led to a decline in diet soda consumption. After receiving negative feedback on its sugar-stevia blend for Vitaminwater, Coca-Cola reverted to using sugar. The company also launched Coca-Cola Life, which included stevia but also contained sugar, resulting in an aftertaste that many consumers 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 aspect of that is making our zero-sugar products more attractive.”
PepsiCo has faced similar challenges in finding an adequate substitute. At the Beverage Forum in April, CEO Indra Nooyi mentioned that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly in the soda category—“don’t taste that great.” With a variety of natural sweeteners competing for market share, stevia has distinct advantages. It has few calories, no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed.
Coca-Cola’s experience illustrates that despite initial hurdles with stevia, food and beverage companies remain committed to finding a sugar replacement for their drinks. Stevia contains various glycosides, which are the chemical compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with the stevia company PureCircle through a joint development and supply agreement focused on its patented Rebaudioside M glycoside, commonly known as Reb M. PureCircle, a leader in stevia research with over 60 related patents, recently announced the completion of the stevia plant’s genome sequencing in collaboration with KeyGene. This research offers ingredient developers a deeper understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized the new reality that consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. Alongside 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 featuring stevia. While not all consumers have turned away from sugar, a significant enough portion has, making it crucial to identify a better sweetener. Failing to do so could result in more soda drinkers, along with the essential revenue they contribute, migrating to healthier drink options.
Interestingly, the molecular weight of calcium citrate malate may also play a role in the formulation of these beverages, as companies seek to enhance the nutritional profile of their products. Understanding the molecular weight of calcium citrate malate can assist in creating formulations that not only taste good but also provide health benefits, thereby appealing to health-conscious consumers. As the beverage landscape evolves, finding the right balance between taste, texture, and health benefits will be essential for companies aiming to retain their customer base in an increasingly health-driven market.