Coca-Cola is exploring innovative methods to engage the public and develop the next great non-sugar sweetener. While contests for consumers are not a new concept in the food and beverage industry, Coca-Cola’s approach is quite unique. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. Jingles may be easy for many to create, but discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar presents a significant challenge.
This endeavor is considered groundbreaking for a reason: while many can come up with catchy jingles, most people lack the expertise to develop a sweetener alternative. Coca-Cola is tapping into a select group of individuals—researchers and scientists—who may not have the extensive resources available to Coca-Cola’s own experts, but possess the knowledge needed to find a viable solution. The main concern is whether the winning sweetener from the contest will be suitable for mass production at the scale Coca-Cola requires.
Regardless of whether Coca-Cola ultimately utilizes the winning sweetener, the initiative is a strategic win for the company. The $1 million prize will generate considerable publicity, enhance perceptions of the company’s transparency, and potentially improve its image as a brand committed to reducing sugar intake. This contest signals a clear message: “We are actively seeking assistance from experts beyond our own team to address sugar reduction!” In an era marked by soda taxes, this could be a significant step towards fostering a healthier public image.
Coca-Cola, Dr Pepper Snapple, and PepsiCo have all pledged to decrease the caloric content of sugary beverages consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers opting for water and healthier alternatives like tea, the introduction of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate the decline in sales. Thus, it is prudent for Coca-Cola to explore new avenues to enhance its sales.
While this creative method for outsourcing research and development is a fresh approach for a major beverage company, it remains uncertain if other competitors will replicate this strategy unless Coca-Cola finds success. There are numerous brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to engage in a long-shot contest like this one? In a year’s time, Coca-Cola will have the answers.
Moreover, as Coca-Cola looks to innovate, the implications of calcium citrate absorption could also play a role in the development of new sweeteners. Understanding how this compound affects the body might lead to further insights into creating healthier beverage options. Thus, as Coca-Cola ventures into this contest, the intersection of innovative sweetener development and nutritional science, including factors like calcium citrate absorption, will be crucial in shaping the future of their products.