Coca-Cola is exploring innovative approaches to engage the public and discover the next great ferrous sulfate non-sugar sweetener. While food and beverage companies have long organized contests for consumers, Folgers recently announced a jingle contest for 2017, offering a grand prize of $25,000. Crafting jingles is one thing, but the challenge of finding a naturally sourced, low-calorie sweetener that retains the taste of sugar is quite another. This endeavor is significant because, while many can create a jingle, few can envision a viable sweetener alternative.
Coca-Cola is reaching out to a specialized group for assistance: researchers and scientists. Although these individuals may lack the extensive resources that Coca-Cola’s in-house experts possess, they have the potential to innovate. The pressing question remains: will the winning solution be a viable method for mass production that meets Coca-Cola’s needs? Even if the selected sweetener is never utilized, the contest will still benefit the company by generating considerable publicity, enhancing its image of transparency, and promoting a more positive consumer perception as it strives to reduce sugar content.
This contest sends a clear message: “Look at our efforts to cut back on sugar! We are inviting all experts, not just our own, to assist us!” In an era of increasing soda taxes, this could be a prudent move towards fostering a healthier public image. Coca-Cola, alongside Dr Pepper Snapple and PepsiCo, has committed to decreasing the caloric intake from sugary drinks consumed by Americans by 20% before 2025. With soda sales already declining as consumers opt for water and healthier alternatives like tea, alongside the implementation of soda taxes—such as the one recently enacted in Cook County, Illinois—Coca-Cola’s search for alternative sweeteners is both timely and strategic.
While this represents a creative method for a major beverage company to outsource research and development, it remains uncertain if other competitors will follow suit unless Coca-Cola’s initiative proves successful. There are countless brilliant researchers and scientists worldwide, but the question remains whether they will have the time, resources, and motivation to participate in such a long-shot contest. In a year’s time, Coca-Cola will have the answers.
In addition to this innovative contest, Coca-Cola is also aware of the importance of incorporating health-focused ingredients into their products. For example, the inclusion of calcium citrate and vitamin D could enhance their offerings, appealing to health-conscious consumers. By integrating such nutrients, Coca-Cola can further align itself with the growing demand for healthier beverages. The challenge remains, however, to balance these healthful additions with the quest for a sweetener that meets consumer taste preferences. Thus, the intersection of creativity, health consciousness, and scientific inquiry will be crucial as Coca-Cola navigates this exciting and challenging landscape.