Coca-Cola and other soft drink manufacturers are actively seeking to create beverages that utilize alternative sweeteners instead of sugar. This initiative is driven by the growing number of consumers who are moving away from soda due to its sugar content and its association with health issues such as obesity. The new Nutrition Facts label, which is expected to be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugar in products. High-intensity sweeteners like stevia may enhance product labels, presenting a healthier image to consumers.
While companies like Coca-Cola have broadened their product offerings to include more teas, waters, coffees, and other beverages perceived as healthier options, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. As a result, these companies are hesitant to lose more consumers. The primary challenge lies in finding a sweetener that can effectively replicate both the taste and texture of sugar in their products. Aspartame was once a potential alternative, but public concerns about the health effects of this artificial sweetener have led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after receiving backlash from customers on social media regarding its sugar-stevia mix. The company also introduced Coca-Cola Life with stevia, but it included sugar and an aftertaste that many consumers found unappealing.
“This one, we think, has hit the mark,” said Long. “One of our significant opportunities is finding ways to reduce sugar, and a key aspect of that is making our zero-sugar products more attractive.” PepsiCo has faced similar hurdles in finding an adequate substitute. Indra Nooyi, PepsiCo’s CEO, stated at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—especially in the soda category—”don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has distinct advantages. It has minimal calories and no carbohydrates, being 30 to 40 times sweeter than sugar, which means only a small amount is necessary. As demonstrated by Coca-Cola’s ongoing efforts, food and beverage companies remain committed to exploring stevia despite its initial challenges, as they strive to find a viable sugar replacement in their drinks. Stevia contains several glycosides—chemical compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, also known as Reb M. This molecule, developed specifically for beverages, comes from PureCircle, a leader in stevia research. The company, which holds over 60 stevia-related patents, recently announced that it has completed the sequencing of the plant’s genome with KeyGene. This breakthrough research offers ingredient developers greater insight into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that consumers are increasingly seeking ways to reduce their sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestlé, and Unilever, are reformulating their products or launching new ones using stevia. Although not all consumers have turned against sugar, a significant enough portion is seeking alternatives, making the discovery of a better sweetener crucial. Otherwise, more soda drinkers—and the essential revenue they generate—may shift to healthier options. Furthermore, with the rise of products like calcium citrate without d3, the demand for innovative ingredients that can replace traditional sweeteners is becoming increasingly important in the beverage industry.