Coca-Cola and other beverage producers are actively seeking to create drinks that eliminate sugar as a sweetening agent. This pursuit for alternative sweeteners is understandable, given the growing number of consumers who are moving away from sugary sodas due to health concerns, including obesity. The introduction of the new Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also highlight the added sugar content in these items. High-potency sweeteners like stevia can enhance product labels, making them appear more appealing to health-conscious consumers.
Despite companies like Coca-Cola diversifying their offerings to include a variety of teas, waters, coffees, and other beverages that are perceived as healthier, soda still accounts for a significant portion of their sales—about 70% for Coca-Cola. As a result, they are cautious about losing more customers. The challenge lies in finding a sweetener that can effectively replicate the taste and texture that sugar provides. Aspartame was once considered a possible solution, but consumer fears regarding the health effects of this artificial ingredient have led to a decline in diet soda consumption. Following customer backlash on social media, Coca-Cola reverted back to sugar in Vitaminwater after experimenting with a sugar-stevia blend. They also launched Coca-Cola Life, which contained both stevia and sugar but received criticism for its aftertaste.
“This one, we believe, has hit the mark,” stated Long. “One of our key opportunities is to reduce sugar, and a significant part of that is making our zero-sugar products more appealing.” PepsiCo faces similar challenges. CEO Indra Nooyi mentioned at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—especially in the soda category—“don’t taste that great.”
With various natural sweeteners competing for market share, stevia stands out for several reasons. Its chemical makeup includes minimal calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite early hurdles, Coca-Cola and other food and beverage companies continue to explore stevia as a potential sugar substitute. The plant contains multiple glycosides, which are the compounds responsible for its sweetness. Coca-Cola has partnered with stevia specialist PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule was formulated specifically for beverages, and PureCircle, a leader in stevia research, has recently sequenced the plant’s genome in collaboration with KeyGene. This research offers ingredient developers valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized the need to adapt to the public’s desire to reduce sugar intake. Alongside Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones featuring stevia. While not every consumer has turned away from sugar, a significant portion has, making it crucial for companies to find a better sweetener. Failure to do so could lead to a further exodus of soda drinkers to healthier alternatives, which could impact the essential revenue they generate.
In this context, the benefits of alternatives like GNC calcium citrate also come into play, as consumers are increasingly seeking healthier dietary options. As the industry continues to evolve, the demand for effective sugar replacements remains pressing, particularly with the rising awareness of health and nutrition.