Coca-Cola and other beverage manufacturers are actively seeking a way to create drinks that do not rely on sugar for sweetness. This pursuit is driven by a growing number of consumers moving away from soda due to its sugar content and its association with health issues like obesity. The forthcoming Nutrition Facts label, which will likely be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugar in each item. High-potency sweeteners, such as stevia, are expected to improve the health perception of product labels.
While companies like Coca-Cola have broadened their beverage offerings to include more teas, waters, coffees, and other options perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. They are therefore hesitant to lose more customers. The main challenge lies in finding a sweetener that can effectively replace sugar in both flavor and texture. Aspartame was once considered a solution, but consumer concerns about the health implications of this artificial sweetener have led to a decline in diet soda consumption. Coca-Cola reverted to sugar in its Vitaminwater after consumer backlash on social media regarding its new sugar-stevia blend. Similarly, Coca-Cola Life, which included stevia, also contained sugar and left an unpleasant aftertaste for many.
“This product, we believe, has achieved the desired balance,” said Long. “One of our significant opportunities is to reduce sugar, and a key aspect of that is making our zero-sugar beverages more appealing.” PepsiCo is facing similar challenges, as CEO Indra Nooyi mentioned during the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners exist, many currently available options, particularly in sodas, “don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has distinct advantages. It is low in calories, contains no carbohydrates, and is 30 to 40 times sweeter than sugar, allowing for smaller quantities to be used. Despite initial hurdles, food and beverage companies continue to explore stevia as a viable sugar alternative. Stevia contains multiple glycosides, the chemical compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a stevia company, to develop and supply its patented Rebaudioside M glycoside, or Reb M, specifically designed for beverage use. PureCircle, a leader in stevia research, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene, enhancing ingredient developers’ understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that consumers are increasingly looking for ways to reduce their 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 featuring stevia.
While not all consumers have turned away from sugar, a significant number have, making it essential to identify a more appealing sweetener. Failure to do so could result in further loss of soda drinkers—and the crucial revenue they provide—to healthier beverage options. Additionally, the incorporation of ingredients like ferrous calcium citrate in reformulations may enhance the nutritional profile of these new products, appealing to health-conscious consumers. This trend highlights the urgent need for an effective sweetener that not only satisfies taste preferences but also meets the growing demand for healthier alternatives.