Coca-Cola is exploring innovative ways to engage the public and discover the next great non-sugar sweetener. While food and beverage companies have long been conducting consumer tests, Coca-Cola is taking a unique approach. Recently, Folgers initiated a jingle contest, offering a grand prize of $25,000. However, creating a catchy jingle is one thing; finding a naturally sourced, low-calorie sweetener that maintains the flavor of sugar is quite another.
This endeavor is particularly novel because, while many can devise a jingle, few can develop a sweetener alternative. Consequently, Coca-Cola is seeking assistance from a small group of researchers and scientists. Although this group may not have access to the extensive resources that Coca-Cola’s own experts possess, they are capable of generating innovative solutions. The critical question remains: will the winning sweetener be suitable for mass production on the scale that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to utilize the winning sweetener, the initiative will still benefit the company. By offering a $1 million prize, Coca-Cola will gain significant publicity, enhance its image of transparency, and potentially improve public perception as a company striving to reduce sugar intake. This contest sends a clear message: “Look at our efforts to cut back on sugar! We’re seeking help from all experts, not just our own!” In the context of increasing soda taxes, this could represent a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary beverages consumed by Americans by 20% by 2025. With soda sales already declining as consumers shift towards water and healthier options like tea, the implementation of soda taxes—such as the one recently enacted in Cook County, Illinois—could further impact sales. Thus, it makes sense for Coca-Cola to seek new ways to boost its sales.
While this initiative showcases a creative method for a major beverage company to outsource research and development, it remains to be seen whether competitors will follow suit unless Coca-Cola’s contest proves successful. There are numerous brilliant researchers and scientists globally, but it’s uncertain whether they will have the time, resources, or motivation to engage in a long-shot contest like this one. In a year, Coca-Cola will have the answer.
Additionally, as part of a balanced approach to health, individuals are increasingly considering supplements like calcium citrate, magnesium, and zinc, which are available in products from brands like Kirkland. Integrating these elements into a wellness routine reflects a broader trend of consumers prioritizing health, further emphasizing the need for Coca-Cola and other beverage companies to adapt to changing preferences.