The developers and marketers of HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. In order to surpass pure stevia, which currently dominates the market, the new product must prove its effectiveness. As of August 2017, stevia was present in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the past year, according to Mintel. The leading categories for new product launches featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The increasing use of stevia in a variety of products is attributed to its high-intensity sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have quickly introduced various stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute, allowing them to reduce sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestlé, and Unilever have played a pivotal role in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has even launched a stevia-sweetened soda that boasts no sugar, zero calories, and avoids the aftertaste commonly associated with many stevia products. This new beverage is set to be introduced in a small market outside the U.S. during the first half of this year.
Two significant benefits of stevia are its natural sweetness—30 to 40 times that of sugar—and its zero-calorie count. This natural potency means that only a small amount is needed, allowing brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in almost any environment. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean-label products. These qualities have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey.
However, HEYLO holds a distinct advantage: it is available in multiple varieties. The product will be offered as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, informed Food Navigator that the company’s partners are developing applications ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia often includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—so it can effectively replace sugar in any application requiring bulk. These carriers can constitute 80% to 90% of the product and may negatively impact digestion and taste. However, the acacia fiber in HEYLO counteracts any undesirable flavors, ensuring a cleaner taste.
On the surface, HEYLO appears to have a bright future, yet it remains in its early stages and must deliver on various promises, including 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 becomes too costly, HEYLO risks joining the ranks of other promising sweetener alternatives that have failed. It is uncertain whether consumers will embrace a new sweetener or continue to seek more natural and authentically-sounding ingredients. One certainty is that the demand for natural sweetener solutions is a mainstream concern, not a niche one, and there is significant profit potential for the victor.
In addition, the incorporation of calcium citrate and histamine considerations could enhance the product’s appeal, particularly for consumers mindful of health-related factors. It remains to be seen how these elements will influence the market dynamics, but HEYLO’s strategy could potentially position it favorably amidst the growing demand for healthier alternatives.