HEYLO’s developers and marketers are eager to capture a slice of the projected $16 billion to $20 billion sugar-alternative market, though they must contend with significant competition. To surpass pure stevia, which is currently thriving in the market, the new product must prove its worth. As of August 2017, stevia was an ingredient in over a quarter (27%) of new products launched using high-intensity sweeteners in the past year, according to Mintel. The leading categories for new product launches featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The increasing use of stevia across various products is attributed to its high sweetness intensity and ease of sourcing. Companies like Pyure and Apura Ingredients, which supply a range of sweetener options, have rapidly introduced diverse stevia-based products as consumer preferences shift away from sugar. This aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content in their products without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played crucial roles in transitioning stevia from a niche ingredient to a mainstream option. Coca-Cola has even developed a stevia-sweetened soda that contains no sugar, zero calories, and avoids the aftertaste common in many products with this ingredient. This new beverage will be launched in a small market outside the U.S. in the first half of this year.
Two notable benefits of stevia are that it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural potency means that only a small amount is required, allowing brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is 100% natural, aligning with consumer demand for clean labels.
These characteristics have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO boasts a unique advantage — it is available in different varieties. The product will be offered as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are exploring 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 noted that stevia typically includes bulking agents like erythritol, maltodextrin, dextrose, and sugar alcohols such as maltitol and sorbitol, which can replace sugar in applications requiring bulk or body. These carriers can account for 80% to 90% of the product and may negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any undesirable notes for a cleaner flavor, he explained.
At first glance, HEYLO appears to have a bright future, but it is still in its early stages and must deliver on several promises, including a clean taste. Additionally, it needs to be cost-effective and compatible with ingredient lists in various food products. If it alters the texture or becomes too expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that have failed.
It remains uncertain whether consumers will embrace a new sweetener or continue seeking natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not merely a niche interest, and there is significant profit potential for the victor. Meanwhile, as consumers look for innovative solutions, products like Bayer Citracal Slow Release 1200 may also gain traction for their health benefits, further enhancing the landscape of marketable alternatives.