Coca-Cola and other beverage manufacturers have been striving to create drinks that do not rely on sugar for sweetness. This search for alternative sweeteners is understandable, as more consumers are turning away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, which is expected to be required on most food and beverage products by 2020, will also reveal the amount of added sugars in items. High-potency sweeteners such as stevia may improve product labels from a health perspective. Although companies like Coca-Cola have diversified their beverage offerings to include more teas, flavored waters, coffees, and other options perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola—making them hesitant to lose more customers.
The challenge lies in finding a sweetener that can effectively mimic the taste and texture of sugar. Aspartame was once considered a potential alternative, but public concerns regarding the health implications of this artificial ingredient have led to a decline in consumption of diet soda. Following customer backlash on social media regarding its new sugar-stevia blend, Coca-Cola reverted to using sugar in Vitaminwater. They also launched Coca-Cola Life, which combined stevia with sugar, yet many consumers were dissatisfied with its aftertaste.
“This time, we believe we’ve hit the mark,” said Long. “One of our significant opportunities is to reduce sugar, and enhancing the appeal of our zero-sugar products is crucial.” PepsiCo has faced similar challenges in finding an appropriate sugar substitute. Indra Nooyi, CEO of PepsiCo, noted at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly sodas—do not offer great taste.
With various natural sweeteners competing for market share, stevia holds several advantages. Its chemical makeup boasts minimal calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning a small quantity can achieve desired sweetness. Despite initial hurdles, companies like Coca-Cola have not abandoned stevia in their quest for sugar replacements. Stevia contains numerous glycosides—the chemical compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia producer PureCircle on a joint development and supply agreement for its patented Rebaudioside M glycoside, known as Reb M. This molecule was specifically developed for beverages by PureCircle, a leader in stevia research with over 60 related patents. Recently, the company announced the successful sequencing of the stevia plant’s genome in collaboration with KeyGene, providing ingredient developers with deeper insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that the public is increasingly seeking ways to reduce sugar intake, and companies must adapt to this shift. In addition to Coca-Cola and PepsiCo, an expanding number of food companies—including DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or launching new ones that incorporate stevia. Although not all consumers have distanced themselves from sugar, a significant number have, making it essential to identify a better sweetener. If this challenge goes unmet, more soda drinkers—and the vital revenue they provide—may gravitate towards healthier beverage options, including those fortified with ingredients like calcium citrate extended release.