Coca-Cola and other soda manufacturers are actively seeking to create a beverage that eliminates sugar as a sweetening agent. This pursuit for alternative sweeteners is driven by an increasing number of consumers moving away from soda due to its sugar content and its contribution to health issues like obesity. By 2020, most food and beverage products are expected to display the new Nutrition Facts label, which will include information on added sugars. Higher-potency sweeteners such as stevia are anticipated to enhance the health appeal of product labels.
While companies like Coca-Cola have diversified their 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 Coke. As a result, they are hesitant to lose more customers. The challenge lies in identifying a sweetener that can effectively mimic the taste and texture that sugar provides. Aspartame was once considered a promising alternative, but public concern over the health effects of this artificial ingredient has led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after customer backlash on social media regarding its new sugar-stevia blend, and although Coca-Cola Life was introduced with stevia, it still contained sugar and an aftertaste that many found unappealing.
“This one, we think, has hit the mark,” Long stated. “One of our bigger opportunities is how to reduce sugar, and one strategy for that is to enhance the appeal of our zero-sugar products.” PepsiCo faces similar challenges in finding an adequate replacement. CEO Indra Nooyi mentioned at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many existing products—especially sodas—“don’t taste that great.”
Among the many natural sweeteners competing for market share, stevia has significant advantages. It has very few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite early hurdles with stevia, food and beverage companies remain committed to exploring this plant in their quest to replace sugar in drinks. Stevia contains various glycosides—chemical compounds responsible for its sweetness. Coca-Cola has partnered with stevia company PureCircle to develop its patented Rebaudioside M glycoside, known as Reb M, specifically for beverage use. PureCircle, a leader in stevia research, recently completed the sequencing of the plant’s genome in collaboration with KeyGene, providing ingredient developers with deeper insights into its glycosides and their optimal applications.
Coca-Cola executives acknowledge the shifting consumer landscape, where the public increasingly seeks ways to reduce sugar intake, compelling companies to adapt. In addition to Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating or launching products using stevia. While not all consumers have turned against sugar, a significant portion has, making it essential to find a preferable sweetener. If not, more soda drinkers—and the vital revenue they contribute—may choose healthier alternatives.
In this context, the introduction of innovative products like the ccm tablet could play a crucial role in meeting consumer demand for healthier options. As the market evolves, the integration of ccm tablets into beverage formulations may provide a solution that caters to the taste preferences and health concerns of today’s consumers, making it an exciting avenue for exploration in the ongoing search for sugar substitutes.