Coca-Cola and other soft drink manufacturers are actively seeking to create beverages that avoid using sugar as a sweetener. This pursuit for alternative sweeteners is driven by a growing number of consumers who are moving away from soda due to its high sugar content and its association with health issues like obesity. The new Nutrition Facts label, which is expected to be mandated on most food and beverage items by 2020, will also indicate the amount of added sugar in products. Higher-potency sweeteners, such as stevia, could enhance the nutritional appeal of labels for consumers.
Despite companies like Coca-Cola diversifying their offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales—around 70% for Coke. They are understandably cautious about losing more customers. The challenge lies in identifying a sweetener that can mimic both the taste and texture of sugar. Aspartame was once a contender, but public concern over the health implications of this artificial ingredient has led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after receiving feedback on social media regarding its new sugar-stevia blend. Although Coca-Cola Life was introduced with stevia, many consumers were put off by the aftertaste and the presence of sugar.
“This one, we believe, has hit the mark,” said Long. “A significant opportunity for us is to reduce sugar, and one key aspect of that is making our zero-sugar products more appealing.” PepsiCo is also grappling with the quest for a suitable substitute. CEO Indra Nooyi mentioned at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners exist, many current offerings—especially in sodas—don’t provide a satisfying taste.
Among the various natural sweeteners competing for market share, stevia stands out due to its advantages. It has minimal calories, no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite the initial hurdles stevia faced, companies in the food and beverage industry, including Coca-Cola, continue to explore its potential as a sugar alternative. Stevia contains various glycosides—chemical compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a leading stevia research firm, to develop and supply its patented Rebaudioside M glycoside, also known as Reb M, specifically designed for beverages.
PureCircle recently announced the successful sequencing of the stevia plant’s genome, working with KeyGene, which offers ingredient developers a better understanding of its glycosides and their optimal uses. Coca-Cola executives emphasize that the public is increasingly interested in reducing sugar intake, and companies must adapt accordingly. In addition to 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 away from sugar, enough have done so that finding a superior sweetener is imperative. If not, more soda drinkers—and the crucial revenue they generate—will transition to healthier alternatives. The search for a sweetener that can meet consumers’ demands, while also potentially integrating beneficial ingredients like liquid calcium magnesium, is more important than ever in retaining market share in an evolving industry.