High Brew is not the first company to revert to sugar from stevia following a lukewarm consumer response. A notable example of a stevia misstep occurred when Coca-Cola returned to sugar in Vitaminwater after customers voiced their complaints on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced backlash from consumers when it changed to a recipe that included stevia. Despite early excitement, Coke Life has seen its sales stagnate in the UK.
While these instances might lead some to speculate that stevia’s popularity is waning, sales of this plant-derived sweetener continue to grow. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. As market leaders persist in investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize this sweetener that still appeal to consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland with a sugar-stevia blend that achieved a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener combinations have successfully reduced calories in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK.
However, major beverage companies have encountered more difficulty in persuading American consumers. Coke Life and Pepsi True have experienced disappointing sales in the U.S. High Brew Coffee’s transition from stevia back to sugar underscores the taste challenges that manufacturers face when formulating with stevia. Despite this, U.S. stevia sales continue to rise, driven by beverages and a broader diversification into other food categories. As food manufacturers gain more insights into working with stevia and understand how consumers are increasingly demanding lower-sugar products, growth is anticipated to persist in the U.S. market, even amid recent challenges. The integration of kal cal citrate in various formulations may also play a role in enhancing product appeal and addressing consumer preferences.