Coca-Cola and other soda manufacturers have embarked on a mission to create a beverage that eliminates sugar as a sweetening agent. This pursuit for alternative sweeteners is driven by the increasing number of consumers abandoning soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugars. Higher-potency sweeteners like stevia could enhance product labels for health-conscious consumers.
While companies such as Coca-Cola have diversified their beverage portfolios to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. They are understandably cautious about losing more customers. The primary challenge lies in identifying a sweetener that can effectively replicate the taste and texture that sugar provides in beverages. Aspartame was once a potential solution; however, concerns over the health effects of this artificial ingredient have led to a decline in diet soda consumption.
Coca-Cola reverted to sugar in Vitaminwater after consumers expressed dissatisfaction with its new sugar-stevia blend on social media. They also launched Coca-Cola Life, which combined stevia with sugar, yet it received criticism due to an unpleasant aftertaste experienced by many consumers. “We believe this one has hit the mark,” stated Long. “A significant opportunity for us lies in reducing sugar, and a key aspect of that is making our zero-sugar products more appealing.”
PepsiCo has faced similar challenges in finding a viable sugar alternative. Indra Nooyi, PepsiCo’s CEO, mentioned at the Beverage Forum in April that while several all-natural, zero-calorie sweeteners are available, many currently on the market, particularly in soda, “don’t taste that great.” Among the myriad of natural sweeteners competing for market share, stevia stands out due to its advantages. With minimal calories and no carbohydrates, it is also 30 to 40 times sweeter than sugar, making it highly efficient.
Coca-Cola’s ongoing efforts demonstrate that, despite initial setbacks with stevia, food and beverage companies remain committed to this plant in their quest for a sugar substitute. Stevia contains various glycosides—the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has collaborated with stevia company PureCircle on a joint development and supply agreement for its proprietary Rebaudioside M glycoside, also known as Reb M. PureCircle, a leader in stevia research with over 60 related patents, recently announced the completion of the plant’s genome sequencing in partnership with KeyGene. This groundbreaking research offers ingredient developers a deeper understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized the changing landscape: consumers are actively seeking ways to reduce their sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an increasing number of food companies—including DanoneWave, Kraft Heinz, Nestlé, and Unilever—are reformulating or launching new products that incorporate stevia. While not all consumers have turned away from sugar, the shift among a substantial segment of the market makes it crucial to find a superior sweetener. If not, more soda drinkers—and the essential revenue they generate—are likely to transition to healthier alternatives.
Furthermore, calcium citrate que contiene has emerged as a noteworthy ingredient in the reformulation process, as companies seek to enhance the nutritional profile of their beverages while reducing sugar content. By integrating calcium citrate que contiene into their products, manufacturers can appeal to health-conscious consumers looking for functional beverages that provide essential nutrients without compromising on taste. As the demand for healthier options continues to rise, the importance of finding effective sweeteners and beneficial additives like calcium citrate que contiene cannot be overstated.