The developers and marketers behind HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass pure stevia, which currently dominates the market, the new product must perform exceptionally well. As of August 2017, stevia was included in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the preceding year, according to Mintel. The primary categories for new product introductions featuring stevia were snacks, carbonated soft drinks, dairy, juice beverages, and other drinks.
The demand for stevia is rising across various products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which provide a range of sweetener options, have swiftly introduced various stevia-based products as consumers increasingly shun sugar. This growing aversion to sugar is driving both large and small food manufacturers to incorporate stevia to lower sugar content in their offerings without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a key role in elevating stevia from a niche ingredient to a mainstream choice. Coca-Cola has launched a stevia-sweetened soda that boasts zero sugar, zero calories, and no unpleasant aftertaste, with plans to introduce it in a small international market outside the U.S. in the first half of this year.
Two significant advantages of stevia are its natural sweetness, which is 30 to 40 times sweeter than sugar, and its zero-calorie content. This natural potency allows brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate and can thrive in diverse environments. Unlike previously popular artificial sweeteners like aspartame, stevia is entirely natural, catering to consumer preferences for clean labels. These qualities have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey. However, HEYLO boasts a unique edge with its variety of offerings, including organic brown sugar alternatives, natural white sugar alternatives, and liquid forms.
Jeremy Cage, HEYLO’s chief marketing officer, mentioned to Food Navigator that the company’s partners are working on 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 pointed out that stevia is commonly combined with bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—to replace sugar in products requiring bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any off-flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it is still in its early stages and must deliver on various commitments, such as providing a clean taste. Additionally, it needs to be cost-effective and compatible with many food product ingredient lists. If it alters texture or proves too expensive, HEYLO could end up alongside other once-promising sweetener alternatives that did not succeed.
It remains uncertain whether consumers will embrace this new sweetener or continue to seek out more natural and authentic-sounding ingredients. One fact is clear: the demand for natural sweetener solutions is mainstream rather than niche, and there is significant profit potential for the victor. Interestingly, incorporating calcium citrate bariatric into the discussion could add another layer of appeal for health-conscious consumers, as it suggests additional health benefits that align with the current trend towards more nutritious alternatives. The challenge lies in whether HEYLO can effectively position itself within this evolving market.