The developers and marketers behind HEYLO are aiming to capture a slice of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass the current dominance of pure stevia, which is thriving in the marketplace, HEYLO’s new product will need to perform exceptionally well. As of August 2017, stevia was featured in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year, according to Mintel. The leading categories for new product launches incorporating stevia included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages.
The rising popularity of stevia in diverse products can be attributed to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients have swiftly introduced a range of stevia-based products as consumer preferences shift away from sugar. This growing apprehension regarding sugar consumption is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content without sacrificing taste 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 option. For instance, Coca-Cola has launched a stevia-sweetened soda that contains no sugar, zero calories, and avoids the aftertaste found in many other stevia products. This new beverage is set to debut in a small market outside the U.S. in the first half of this year.
Two notable advantages of stevia are its natural sweetness, which is 30 to 40 times greater than sugar, and its calorie-free nature. This remarkable potency allows brands to utilize significantly less of the ingredient. Furthermore, stevia is relatively easy to cultivate and can grow in various climates. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These qualities have propelled pure stevia ahead of other competitors like monk fruit, agave, and honey. However, HEYLO has a unique edge as it offers different varieties, including organic brown sugar alternatives, natural white sugar alternatives, and liquid forms.
Jeremy Cage, HEYLO’s Chief Marketing Officer, mentioned to Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage also noted that stevia typically includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—allowing it to replace sugar in applications requiring bulk. These carriers account for 80% to 90% of the product and can negatively affect digestion and taste. However, the acacia fiber in HEYLO helps eliminate any off-notes, providing a cleaner flavor.
At first glance, HEYLO appears to have a bright future, but it is still in the early stages and must fulfill various commitments, such as delivering a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of numerous food products. If it alters the texture or proves too expensive, HEYLO could end up joining the ranks of other promising sweetener alternatives that failed to succeed.
The acceptance of a new sweetener by consumers remains uncertain, as they may continue to seek more natural and authentic-sounding ingredients. One fact is clear: the demand for natural sweetener solutions is a widespread interest, not merely a niche, and there is considerable financial potential for the victor. It’s also important to consider that while exploring new sweeteners like HEYLO, consumers should be aware of potential health implications, such as the relationship between calcium citrate and kidney stones, which could influence their choices in sweeteners.