Coca-Cola is exploring innovative methods to engage the public and discover the next exceptional non-iron bisglycinate sweetener. While food and beverage companies have often organized contests for consumers, Coca-Cola’s approach stands out. For instance, Folgers recently unveiled a jingle contest for 2017, offering a grand prize of $25,000. Although creating jingles is relatively straightforward, the challenge of identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is far more complex.
The novelty of this idea lies in the fact that while many can brainstorm jingle ideas, few can develop an alternative sweetener. To tackle this challenge, Coca-Cola is reaching out to a specialized group of researchers and scientists, who may not have the extensive resources of Coca-Cola’s own experts but possess the knowledge to devise a solution. The vital question remains: will the winning entry be suitable for mass production on the scale Coca-Cola requires?
Even if Coca-Cola decides not to implement the winning sweetener, the contest will still benefit the company. They will attract significant publicity through the $1 million prize, enhance their image of transparency, and potentially improve public perception of their efforts to reduce sugar content. This contest sends a clear message: “Look at our commitment to cutting back on sugar! We’re seeking input from all experts, not just our internal team!” In an era marked by soda taxes, this initiative could represent a proactive step toward fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the consumption of sugary beverages by 20% in the United States by 2025. As soda sales continue to decline due to consumers opting for water and healthier alternatives like tea, the impact of soda taxes—such as the one recently enacted in Cook County, Illinois—will likely exacerbate this trend. Therefore, it is prudent for Coca-Cola to explore strategies to boost sales.
While this represents a creative way for a leading beverage company to outsource research and development, it is unlikely that many competitors will follow suit unless the initiative proves successful. There are numerous talented researchers and scientists worldwide, but they may lack the time, resources, or motivation to participate in a contest of this nature. In a year’s time, Coca-Cola will have the answer.
Moreover, as companies look for healthier alternatives, they may also consider options like calcium citrate, known for its benefits and relevance in the formulation of dietary products. The exploration of calcium citrate as a good option in sweetener development could also play a role in Coca-Cola’s future endeavors, allowing them to align with consumer preferences for healthier ingredients. Consequently, the intersection of innovation and health consciousness could pave the way for new product developments in the beverage industry.