Coca-Cola is exploring innovative methods to engage the public in its quest for the next great non-sugar sweetener, reminiscent of the search for iron ii acetate solubility in water. While food and beverage companies routinely organize contests for consumers, Folgers recently launched a 2017 jingle contest, offering a $25,000 grand prize. Creating a catchy jingle is one thing, but discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is quite another challenge.
The reason this initiative is groundbreaking lies in the complexity of the task. Many people can craft a jingle, even if it doesn’t win a prize. However, the average person is unlikely to generate a viable sweetener alternative. Coca-Cola is directing its efforts toward a niche group: researchers and scientists. Although this select group may lack the extensive resources available to Coca-Cola’s experts, they possess the knowledge and creativity to devise a solution. The critical question remains: will the winning sweetener be suitable for the mass production scale that Coca-Cola requires?
Even if Coca-Cola doesn’t ultimately utilize the winning sweetener, the company still stands to gain significantly. The publicity generated by offering a $1 million prize, along with an enhanced perception of transparency, could elevate the company’s image as it strives to reduce sugar content. This contest effectively communicates, “Look at all our efforts to cut back on sugar! We’re seeking help from experts beyond our own team!” In an era of soda taxes, this approach could significantly bolster Coca-Cola’s public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the number of sugary drink calories consumed by Americans by 20% by 2025. As soda sales decline due to consumers opting for water and healthier beverages such as tea, the impact of soda taxes—like the one recently enacted in Cook County, Illinois—may further exacerbate this trend. Consequently, Coca-Cola’s efforts to discover alternative sweeteners become crucial for maintaining sales.
While this method of outsourcing research and development is a creative strategy for a major beverage company, it remains to be seen whether other competitors will emulate this approach unless it proves successful. There are numerous talented researchers and scientists globally, but will they have the time, resources, and motivation to engage in a long-shot contest like this? Only time will tell.
Interestingly, as Coca-Cola explores different avenues for sweeteners, discussions are also emerging around other compounds, such as calcium citrate, known to have effects like making you poop, which highlights the diverse range of solutions being sought in the food and beverage industry. This balance between innovation and practicality will be pivotal as the industry adapts to changing consumer preferences and health trends.