The developers and marketers behind HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are entering a highly competitive landscape. To surpass the current market leader, pure stevia, HEYLO’s new product must perform exceptionally well. As of August 2017, stevia was featured in over a quarter (27%) of new products launched with high-intensity sweeteners in the previous year, according to Mintel. The primary categories for new product launches utilizing stevia include snacks, carbonated soft drinks, dairy, juice drinks, and other beverages. The increasing demand for stevia across various products can be attributed to its intense sweetness and ease of sourcing.
Companies like Pyure and Apura Ingredients, which offer various sweetener alternatives, have swiftly introduced different stevia-based products as consumer preferences shift away from sugar. This aversion to sugar is driving food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a significant role in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that boasts no sugar, zero calories, and a pleasant taste devoid of the common aftertaste found in many stevia products. This new soda is set to debut in a small international market outside the U.S. in the first half of this year.
Stevia’s advantages include being 30 to 40 times sweeter than sugar while containing zero calories. This natural sweetness means that only a small amount is required, allowing brands to use less of the ingredient. Moreover, stevia is relatively easy to cultivate and can be grown in diverse environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is 100% natural, fulfilling consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO has a unique edge with its variety of offerings. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, mentioned to Food Navigator that the company’s partners are developing applications for a wide range of products, including ketchup, nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.
Cage pointed out that stevia often contains bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can account for 80% to 90% of the product. These additives can negatively affect digestion and taste. However, HEYLO incorporates acacia fiber, which helps mitigate any undesirable flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in the early stages and must deliver on its promises, including a clean taste. Additionally, it must be cost-effective and compatible with the ingredient lists of many food products. Any alterations to texture or excessive costs could lead HEYLO to join the ranks of other sweetener alternatives that failed to succeed.
It’s uncertain whether consumers will embrace a new sweetener or continue their quest for more natural and authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not just a niche interest, and there is significant financial potential for the successful contender. In this 21st century, as consumers increasingly demand transparency in food products, even items like calcium citrate 60 tablets may gain attention as part of a broader health-conscious movement.