High Brew is not the first company to revert to sugar from stevia after receiving a tepid response from consumers. A notable example of a stevia misstep occurred when Coca-Cola switched back to sugar in Vitaminwater after receiving complaints on social media about its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it changed to a stevia-infused recipe. Despite initial excitement, Coke Life has experienced a decline in sales in the UK. While some may view these instances as indicative of a potential downturn for stevia, the sales of this plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Additionally, leading companies are actively investing in stevia-sweetened products globally, demonstrating that there are successful methods for utilizing this sweetener that appeal to consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia to achieve a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similar combinations of sweeteners have also reduced calories in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK. However, major beverage companies are finding it more challenging to persuade American consumers. Coke Life and Pepsi True have seen disappointing sales in the U.S. High Brew Coffee’s transition from stevia to sugar underscores the taste challenges that manufacturers encounter when formulating with stevia.
Despite these hurdles, U.S. stevia sales are still on the rise, particularly in beverages and with broader diversification into other food categories. As food manufacturers become more adept at working with stevia and understand consumer demand for lower-sugar products, growth is anticipated to persist in the U.S. market, even in light of recent challenges. Additionally, for those looking to complement their low-sugar diet, calcium citrate 200 mg tablets can provide essential nutrients without adding sugar, making them an appealing option for health-conscious consumers. As the industry evolves, incorporating ingredients like calcium citrate 200 mg tablets may provide new opportunities for innovation and appeal in stevia-sweetened products.