Coca-Cola and other soft drink manufacturers are actively seeking to create a beverage that uses an alternative to sugar for sweetness. This pursuit is driven by the growing number of consumers who are moving away from sugary sodas due to health concerns, particularly obesity. With the introduction of the new Nutrition Facts label, which is set to become mandatory on most food and beverage products by 2020, the amount of added sugars will be prominently displayed. Higher-potency sweeteners like stevia may help improve the health perception of product labels.
While Coca-Cola has broadened its product range to include teas, waters, coffees, and other beverages perceived as healthier, soda still constitutes a significant portion of their sales—around 70% for Coke. The company is understandably hesitant to lose more customers. The main challenge lies in finding a sweetener that can effectively mimic the taste and texture of sugar. Aspartame was once considered, but consumer concerns over the health effects of artificial sweeteners have led to a decline in diet soda consumption. Following backlash on social media, Coca-Cola reverted to using sugar in Vitaminwater after introducing a sugar-stevia blend. They also launched Coca-Cola Life with stevia, which still contained sugar and an aftertaste that many found unappealing.
“This one, we believe, has hit the mark,” said Long. “One of our significant opportunities is to reduce sugar, with a key focus on making our zero-sugar products more attractive.” PepsiCo has faced similar challenges. Indra Nooyi, the CEO, remarked at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, most existing products, particularly in the soda category, “don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has several advantages. It is low in calories, contains no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial hurdles, Coca-Cola and other food and beverage companies remain committed to exploring stevia as a sugar substitute. Stevia contains multiple glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside—Reb M. This molecule was specifically designed for beverage use, and PureCircle, a leader in stevia research holding over 60 related patents, recently completed the sequencing of the stevia plant’s genome in collaboration with KeyGene. This research offers deeper insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the public is increasingly seeking ways to reduce their sugar intake, and companies must adapt accordingly. Beyond Coca-Cola and PepsiCo, numerous food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that incorporate stevia.
While not all consumers have turned against sugar, a significant number have, making it crucial to identify a superior sweetener. If a better alternative isn’t found, more soda drinkers—and the vital revenue they provide—may shift to healthier options. In understanding nutritional choices, it’s also important to note the difference between calcium carbonate and calcium citrate, as these substances can influence dietary decisions, particularly for those focusing on health and wellness.