The developers and marketers behind HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To outshine pure stevia, which currently dominates the market, HEYLO’s new product must prove itself effective. As reported by Mintel in August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the previous year. The leading categories for new product introductions featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The use of stevia is on the rise across various products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which provide a range of sweetener options, have been quick to introduce diverse stevia-based products as consumers increasingly move away from sugar. This growing aversion to sugar is driving food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar levels in their offerings without sacrificing flavor or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that is not only sugar-free and zero-calorie but also avoids the aftertaste commonly found in many stevia-containing products. This new beverage is set to debut in a small market outside the U.S. in the first half of this year.
Among stevia’s advantages are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural strength allows brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in almost any environment. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, meeting consumer demand for clean labels. These qualities have positioned pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO offers a unique advantage with its variety of options. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, informed Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, lightly carbonated beverages, jams, chocolate, chocolate milk, and flavored water. Cage pointed out that stevia typically includes bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which make up 80% to 90% of the product. These carriers can negatively affect both digestion and taste. However, HEYLO’s use of acacia fiber helps to eliminate any undesirable flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future ahead, but it is still in the early stages and must fulfill various commitments, such as providing a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of many food products. Any changes in texture or excessive costs could lead to HEYLO joining the ranks of other promising sweetener alternatives that never made it.
It remains uncertain whether consumers will embrace this new sweetener or continue their search for more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is now a mainstream concern rather than a niche interest, and there is considerable potential for profit for the victor. Additionally, incorporating ingredients like magnesium calcium citrate could enhance the appeal of HEYLO’s offerings, as consumers increasingly look for health benefits alongside sweetness. Thus, HEYLO must strategically leverage its unique attributes, including the potential inclusion of magnesium calcium citrate, to secure its place in the competitive sugar-alternative market.