Coca-Cola is exploring innovative avenues to engage the public while searching for the next great non-sugar sweetener. Competitions among food and beverage companies to involve consumers are not a new concept. For instance, Folgers recently announced a jingle contest for 2017, with a grand prize of $25,000. While creating jingles can be accessible for many, discovering a naturally sourced, low-calorie sweetener that replicates the taste of sugar is significantly more challenging. This is why Coca-Cola’s initiative stands out. Many can brainstorm a catchy jingle, but few possess the expertise to develop a sweetener alternative.
To tackle this challenge, Coca-Cola is reaching out to a specific group: researchers and scientists. Although these individuals may not have the extensive resources that Coca-Cola’s own experts do, they are capable of formulating viable solutions. The critical question remains: will the winning entry be suitable for the mass production scale that Coca-Cola requires? Regardless of whether Coca-Cola ultimately adopts the winning sweetener, the company stands to gain from the publicity associated with a $1 million prize. This approach enhances their image of transparency and demonstrates a commitment to reducing sugar intake, aligning with their efforts to foster a healthier public perception.
In an era marked by soda taxes—such as the one recently implemented in Cook County, Illinois—Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the caloric content of sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers shift towards water and healthier options like tea, exploring new ways to sweeten their offerings makes strategic sense for Coca-Cola.
This inventive approach to outsourcing research and development might not lead to widespread imitation from competitors unless it proves successful. Although there are numerous talented researchers and scientists globally, it remains uncertain if they will have the time, resources, and enthusiasm to engage in a long-shot contest of this nature. In a year, it will be interesting to see the outcomes of Coca-Cola’s initiative, which could also intersect with advancements in medicine, such as the development of ccm tablets designed to assist in reducing sugar cravings. Ultimately, Coca-Cola’s pursuit of a new sweetener highlights their effort to adapt to changing consumer preferences while navigating the complexities of the beverage market.