Coca-Cola and other soda manufacturers have been actively seeking to create beverages that do not rely on sugar for sweetness. This search for alternative sweeteners comes as more consumers are turning away from soda due to its high sugar content and its association with health issues such as obesity. The new Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugar in each item. Higher-potency sweeteners like stevia could improve the nutritional profile on product labels for consumers.
Despite companies like Coca-Cola diversifying their offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—about 70% for Coca-Cola. Consequently, they are hesitant to lose more customers. The main challenge has been identifying a sweetener that can effectively substitute sugar while maintaining the desired taste and texture. Aspartame was once considered a potential solution, but consumer concerns regarding its health effects have led many to abandon diet sodas. Coca-Cola reverted to using sugar in Vitaminwater after backlash on social media regarding its sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but still contained sugar and an aftertaste that many found unappealing.
“This one, we believe, has hit the mark,” said Long. “One of our significant opportunities is figuring out how to reduce sugar, and a key aspect of that is making our zero-sugar products more attractive.” PepsiCo is facing similar challenges in finding an appropriate replacement. Indra Nooyi, the CEO of PepsiCo, stated at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, most of the existing products in the soda market “don’t taste that great.”
Among the numerous natural sweeteners competing for market share, stevia holds several advantages. It contains few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning a small amount can go a long way. Despite initial setbacks with stevia, Coca-Cola and other food and beverage companies continue to pursue this plant in their quest to find a sugar alternative. Stevia contains various glycosides—chemical compounds responsible for its sweetness. Coca-Cola has collaborated with the stevia company PureCircle on a development and supply agreement focused on its patented Rebaudioside M glycoside, also known as Reb M. This molecule was developed by PureCircle, a leader in stevia research, which recently announced it has sequenced the plant’s genome in partnership with KeyGene. This groundbreaking research offers ingredient developers a more comprehensive understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized that the public is increasingly seeking ways to reduce sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, numerous food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that utilize stevia. While not all consumers have turned away from sugar, a significant number have, making it essential to identify a more suitable sweetener. Otherwise, more soda drinkers—and the crucial revenue they provide—may migrate toward healthier alternatives. Furthermore, as consumers look for better options, the addition of ingredients like calcium citrate may also be considered to enhance the nutritional value of beverages.