Coca-Cola and other beverage manufacturers are actively seeking to create drinks that do not rely on sugar for sweetness. This quest for alternative sweeteners is driven by a growing number of consumers moving away from sodas due to their high sugar content and the associated health issues, such as obesity. The new Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugars, further pushing companies to reevaluate their formulations. High-intensity sweeteners like stevia may improve product labels, making them appear more health-conscious to consumers.
While companies like Coca-Cola have broadened their product ranges to encompass healthier options such as teas, waters, and coffees, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. The company is understandably cautious about losing more customers. A primary challenge has been finding a sweetener that can effectively substitute sugar while maintaining the desired taste and texture. Aspartame was one potential alternative, but consumer concerns regarding its health effects have led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after receiving feedback from customers on social media regarding its sugar-stevia blend. It also launched Coca-Cola Life, which contains stevia, but this product still included sugar and left an aftertaste that many consumers found unappealing.
“We believe we have found a successful solution,” Long stated. “One of our main opportunities is figuring out how to reduce sugar, and a crucial strategy for that is enhancing the appeal of our zero-sugar products.” PepsiCo has faced similar difficulties in identifying a suitable sugar substitute. Indra Nooyi, the CEO of PepsiCo, remarked at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many products on the market—especially sodas—“don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has distinct advantages. It has minimal calories and no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial challenges, food and beverage companies, including Coca-Cola, continue to explore stevia as they strive to find a sugar replacement. Stevia contains many glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia supplier PureCircle to develop and supply its patented 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 collaboration with KeyGene. This research offers ingredient developers a deeper understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the new consumer trend involves a desire to reduce sugar intake, and companies must respond accordingly. Aside from Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestlé, and Unilever, are reformulating existing products or introducing new ones that incorporate stevia. While not every consumer has turned away from sugar, enough have done so that finding a superior sweetener has become essential. Otherwise, more soda drinkers—and the crucial revenue they generate—will likely shift to healthier beverage options.
Furthermore, the significance of calcium bluebonnet in the context of nutrition cannot be overlooked. As consumers become more health-conscious, the inclusion of ingredients like calcium bluebonnet in reformulated products may enhance their appeal, providing additional health benefits alongside reduced sugar content. This trend underscores the importance of innovation in the beverage industry as companies strive to meet evolving consumer preferences while ensuring the satisfaction of their existing customer base.