Coca-Cola and other soda manufacturers have been actively searching for a sugar-free sweetener to enhance their products. This pursuit is fueled by a growing consumer trend away from sugary sodas, largely due to concerns about sugar’s role in health issues like obesity. The upcoming Nutrition Facts label, set to be mandatory on most food and beverage items by 2020, will also indicate the amount of added sugars in products. High-intensity sweeteners such as stevia may improve the health perception of these labels.
While Coca-Cola has diversified its offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. As a result, they are cautious about losing more customers. The challenge lies in finding a sweetener that can replicate the taste and texture of sugar. Aspartame was one potential solution, but public skepticism regarding its health effects has led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after negative feedback regarding its new sugar-stevia blend, and although Coca-Cola Life featured stevia, it also contained sugar and an aftertaste that many consumers found unappealing.
“This one, we believe, has hit the mark,” Long stated. “A significant opportunity for us is reducing sugar, with one strategy being to enhance the appeal of our zero-sugar products.” PepsiCo has faced similar challenges in locating an appropriate substitute. During the Beverage Forum in April, CEO Indra Nooyi mentioned that while numerous all-natural, zero-calorie sweeteners exist, many current products, especially sodas, “don’t taste that great.”
Among the many natural sweeteners competing for market attention, stevia has several advantages. It is low in calories and carbohydrates and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial setbacks, Coca-Cola and other food and beverage companies continue to explore stevia as a viable sugar alternative. Stevia contains various glycosides—the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule was specifically created for beverage applications by PureCircle, a leader in stevia research, which recently announced its collaboration with KeyGene to sequence the plant’s genome. This research enhances ingredient developers’ understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives recognize that consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that incorporate stevia. While not every consumer has abandoned sugar, a significant enough portion has that finding a better sweetener is crucial. Otherwise, more soda drinkers—and the essential revenue they generate—may migrate to healthier beverage options.
Furthermore, new ingredients such as calcium citrate are being explored for their potential benefits. Calcium citrate, for instance, can enhance the nutritional profile of beverages, offering consumers additional health benefits. As the industry evolves, incorporating ingredients like calcium citrate will be vital in crafting products that meet the growing demand for healthier alternatives.