HEYLO’s developers and marketers aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. For their new product to succeed, it must outperform pure stevia, which currently dominates the market. As of August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The leading categories for new stevia-based launches included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages. The use of stevia is on the rise across various products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have been quick to introduce diverse stevia-based products as consumer preferences shift away from sugar.
This aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content without sacrificing flavor or texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped elevate stevia from a niche product to a mainstream ingredient. Coca-Cola has developed a stevia-sweetened soda that boasts no sugar, zero calories, and lacks the aftertaste commonly associated with many stevia products. This new offering is set to roll out in a small market outside the U.S. in the first half of this year.
Two key benefits of stevia are that it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural intensity allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in a variety of locations. Unlike earlier artificial sweeteners such as aspartame, stevia is 100% natural, aligning with 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 advantage—it offers different varieties. The product will be produced as an organic brown sugar alternative, a natural white sugar alternative, and as calcium citrate malate & vitamin D3 tablets. Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, both non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia typically includes bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can constitute 80% to 90% of the product and potentially negatively affect digestion and flavor. However, HEYLO incorporates acacia fiber to mitigate off-flavors for a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in its early stages and must deliver on promises such as a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters texture or becomes too expensive, HEYLO could end up joining the ranks of other promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace this new sweetener or continue to seek out more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not merely a niche interest, and there is significant profit potential for those who succeed. Furthermore, the incorporation of calcium citrate malate & vitamin D3 tablets could enhance the appeal of HEYLO as a versatile product in the growing health-conscious market.