The developers and marketers of HEYLO are aiming to capture a portion of the estimated $16 billion to $20 billion sugar-alternative market, but they face significant competition. To surpass pure stevia, which is currently enjoying strong market performance, their new product must deliver impressive results. According to Mintel, as of August 2017, stevia was an ingredient in over a quarter (27%) of new products launched using high-intensity sweeteners in the past year. The leading categories for new product launches featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The use of stevia is on the rise in various products due to its intense sweetness and ease of sourcing. Companies such as Pyure and Apura Ingredients, which provide a variety of sweetener options, have quickly introduced different stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is prompting food manufacturers of all sizes to utilize stevia as a means to reduce sugar content without sacrificing taste or mouthfeel. Major brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have been instrumental in transitioning stevia from a niche ingredient to a mainstream choice. For instance, Coca-Cola has developed a stevia-sweetened soda that boasts zero sugar, zero calories, and no unpleasant aftertaste often associated with stevia products. This new beverage will be launched in a limited market outside of the U.S. in the first half of this year.
Two key advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This potent sweetness means that only a small amount is needed, allowing brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in a variety of environments. Unlike previously popular artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These characteristics have propelled pure stevia ahead of competitors such as monk fruit, agave, and honey.
However, HEYLO has a unique advantage with its range of product varieties. It is set to be produced as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, mentioned to Food Navigator that the company’s partners are exploring applications for HEYLO in products ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated beverages, jams, chocolates, chocolate milk, and flavored water. Cage noted that stevia often contains bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—which can replace sugar in applications requiring bulk or body. These carriers typically comprise 80% to 90% of the product and can negatively affect digestion and taste. However, the acacia fiber in HEYLO helps to mask any off-flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it is still in its early stages and must fulfill its commitments, such as providing a clean taste. Additionally, it needs to be cost-effective and compatible with ingredient lists in many food products. If HEYLO alters texture or becomes too expensive, it could end up among the many promising sweetener alternatives that failed to take off. It remains uncertain whether consumers will embrace a 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 trend, not merely a niche interest, and there are significant profits to be made for those who succeed.
Incorporating calcium citrate gel caps into this narrative could enhance HEYLO’s appeal, as consumers increasingly seek products that offer added health benefits. By promoting its sweetener alongside health-focused items like calcium citrate gel caps, HEYLO could position itself favorably within the growing market of health-conscious consumers.