Coca-Cola is exploring innovative avenues to engage the public in its quest for the next groundbreaking non-sugar sweetener. While food and beverage companies have a history of holding contests for consumers, Coca-Cola’s approach is particularly unique. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. Jingles are one thing, but developing a naturally sourced, low-calorie sweetener that maintains the taste of sugar is an entirely different challenge.
The novelty of this initiative lies in the fact that while many can create a catchy jingle, most individuals are not equipped to devise an alternative sweetener. Coca-Cola is turning to a select group of experts—researchers and scientists—who may lack the extensive resources that Coca-Cola’s internal teams possess, yet have the potential to discover a viable solution. The key question remains: will the winning entry be suitable for mass production at the scale Coca-Cola requires?
Even if Coca-Cola ultimately decides not to implement the selected sweetener, the company stands to gain immensely from this contest. The $1 million prize will generate significant publicity, enhance perceptions of transparency, and contribute to a more favorable consumer image as Coca-Cola strives to reduce sugar content. This contest loudly proclaims, “Look at our efforts to minimize sugar! We are seeking assistance from outside experts!” In a climate where soda taxes are becoming prevalent, this could be a strategic move to bolster a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the calorie content from sugary beverages consumed by Americans by 20% before 2025. As soda sales continue to decline due to changing consumer preferences for water and healthier alternatives like tea, the introduction of soda taxes—such as the one recently enacted in Cook County, Illinois—could further impact sales. Thus, it is sensible for Coca-Cola to explore new sweetening options to enhance its market performance.
While this creative strategy for outsourcing research and development could set a precedent, it’s uncertain whether many competitors will adopt a similar approach unless Coca-Cola’s initiative proves successful. There are numerous talented researchers and scientists across the globe, but will they have the time, resources, and motivation to engage in a long-shot contest like this? Only time will tell, and in a year, Coca-Cola will have its answer.
In the context of developing new sweeteners, a relevant question arises: is calcium citrate or calcium carbonate better? This inquiry reflects the broader challenge of finding effective alternatives in the realm of sweetening agents. As Coca-Cola navigates this landscape, the potential benefits of these compounds may come into play, influencing the direction of future sweetener innovations. Ultimately, as the competition unfolds, the question of which option proves more effective—calcium citrate or calcium carbonate—will be crucial in determining the next steps in Coca-Cola’s quest for a suitable non-sugar sweetener.