Coca-Cola and other soda manufacturers have embarked on a journey to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners is understandable, as more consumers are moving away from sodas due to their sugar content and the associated health issues, such as obesity. The new Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also specify the amount of added sugar in each item. High-potency sweeteners like stevia can improve product labels from a health perspective. While companies like Coca-Cola have diversified their beverage offerings to include more teas, waters, coffees, and other drinks perceived as healthier, sodas still account for a significant portion of their sales—approximately 70% for Coca-Cola—leading them to be cautious about losing more customers.
The main challenge has been identifying a sweetener that can effectively replace sugar in both taste and texture. Aspartame was one possible solution, but public concern over the health effects of this artificial sweetener has led to a decline in the consumption of diet sodas. Following customer complaints on social media, Coca-Cola reverted to sugar in Vitaminwater after initially introducing a sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but still contained sugar and a less favorable aftertaste for many consumers. “This one, we believe, has hit the mark,” Long remarked. “One of our major opportunities lies in reducing sugar, and a key strategy for that is making our zero-sugar products more appealing.”
PepsiCo has faced similar challenges in finding an appropriate replacement. Indra Nooyi, CEO of PepsiCo, noted at the Beverage Forum in April that while many all-natural, zero-calorie sweeteners exist, most of the options currently available in the soda market “don’t taste that great.” With numerous natural sweeteners competing for market share, stevia holds several advantages. It contains few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed.
Despite early hurdles, Coca-Cola and other food and beverage companies remain committed to stevia as they search for a sugar alternative. Stevia contains various glycosides—chemical compounds responsible for its sweetness. Coca-Cola has partnered with stevia company PureCircle on a joint development and supply agreement for 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 breakthrough offers ingredient developers enhanced insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the new reality is that consumers are increasingly seeking to reduce their sugar intake, and companies must adapt accordingly. A growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that utilize stevia. While not all consumers have turned away from sugar, enough have done so that finding a superior sweetener is essential. If not, more soda drinkers—and the vital revenue they generate—may shift to healthier alternatives.
Additionally, as part of a balanced approach to health, consumers should consider incorporating supplements like calcium citrate how much to take into their routines, as they can play a role in overall wellness alongside reducing sugar intake.