The developers and marketers behind HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, yet they are faced with significant competition. To surpass pure stevia, which currently dominates the market, HEYLO’s new product must prove itself effective. As of August 2017, stevia was a component in over a quarter (27%) of new products launched using high-intensity sweeteners in the past year, according to Mintel. The leading product categories incorporating stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The rising popularity of stevia across various products can be attributed to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which supply diverse sweetener options, have quickly introduced a range of stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is prompting both large and small food companies to adopt stevia as a substitute to lower sugar content without sacrificing taste or texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played significant roles in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that offers zero sugar and calories, while also avoiding the aftertaste commonly associated with many products containing this ingredient.
One of the key advantages of stevia is its natural sweetness, being 30 to 40 times sweeter than sugar and calorie-free. This potency allows brands to use significantly less of the ingredient. Furthermore, stevia is relatively easy to cultivate and can be grown in various climates. Unlike older artificial sweeteners like aspartame, stevia is entirely natural, catering to the consumer demand for clean labels. These qualities have positioned pure stevia ahead of competitors such as monk fruit, agave, and honey. However, HEYLO has a unique advantage with its various product forms, including an organic brown sugar alternative, a natural white sugar alternative, and a liquid version.
Jeremy Cage, HEYLO’s Chief Marketing Officer, shared with Food Navigator that the company’s partners are exploring applications “from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, lightly carbonated beverages, jams, chocolate, chocolate milk, and flavored water.” Cage noted that stevia often comes with bulking agents like erythritol, maltodextrin, and dextrose, as well as sugar alcohols like maltitol and sorbitol, which can replace sugar in products requiring bulk. However, these carriers typically comprise 80% to 90% of the product and can negatively affect digestion and taste. HEYLO’s use of acacia fiber helps mitigate any undesirable flavors, resulting in a cleaner taste.
While HEYLO appears to have a promising future, it is still in the early stages and must deliver on its commitments, such as providing a clean taste. Additionally, it needs to be cost-effective and compatible with many food products’ ingredient lists. If it alters texture or proves too expensive, HEYLO could join the ranks of other sweetener alternatives that failed to gain traction. It remains uncertain whether consumers will embrace this new sweetener or continue to seek more natural, authentically-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not merely a niche interest, and substantial profits await the victor.
Moreover, it is essential to address the potential implications of certain ingredients on health, particularly concerning calcium citrate and kidney disease. As HEYLO and similar products enter the market, understanding their safety and compatibility with existing health concerns will be crucial for consumer acceptance. In summary, while HEYLO has a promising outlook, its success will depend on its ability to maintain quality, affordability, and health-conscious formulations, particularly given rising consumer awareness of issues like calcium citrate and kidney disease.