Coca-Cola is exploring unconventional methods to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have long hosted contests for consumer participation, Coca-Cola’s approach stands out. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. While creating jingles is one challenge, identifying a naturally sourced, low-calorie sweetener that mimics sugar’s taste is an entirely different one. This is a novel concept because many individuals can think of jingles, but few can devise a sweetener alternative. To tackle this, Coca-Cola is seeking assistance from a very limited group: researchers and scientists. Although this group may not have access to the extensive resources available to Coca-Cola’s own experts, they possess the potential to develop solutions. The critical question remains: will the winning solution be feasible for mass production at the scale Coca-Cola needs?
Even if Coca-Cola does not ultimately use the sweetener selected as the winner, the initiative still benefits the company. The $1 million prize will generate significant publicity, enhance the perception of transparency, and potentially create a more favorable consumer image as Coca-Cola works to reduce sugar content. This contest essentially shouts, “Look at all we are doing to minimize sugar! We’re seeking help from experts beyond our own team!” In an era marked by soda taxes, this could represent a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, is committed to reducing the calories from sugary drinks consumed by Americans by 20% before 2025. Soda sales are already declining as consumers opt for water and healthier beverages like tea. The implementation of soda taxes, such as the one that took effect in Cook County, Illinois last week, is likely to further impact sales. Therefore, it is sensible for Coca-Cola to find innovative ways to enhance sales, possibly through the use of calcium citrate as an ingredient that could appeal to health-conscious consumers.
While this creative method for a major beverage company to outsource research and development is intriguing, it is unlikely that many competitors will follow suit unless it proves successful. There are countless brilliant researchers and scientists around the globe, but will they be willing to invest their time and resources in such a long shot contest? In a year, Coca-Cola will have the answer. The incorporation of calcium citrate could play a role in the development of new sweeteners, potentially paving the way for future innovations in the beverage industry.