The developers and marketers behind HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they face significant competition. The new product must perform exceptionally well to surpass established players like pure iron gluconate or sulfate stevia, which currently holds a strong position in the market. As of August 2017, stevia was featured in over a quarter (27%) of new product launches utilizing high-intensity sweeteners, according to Mintel. The leading categories for new product launches incorporating stevia included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages. The popularity of stevia is on the rise across a wide range of products due to its intense sweetness and ease of sourcing. Manufacturers like Pyure and Apura Ingredients, which provide various sweetener options, have been quick to introduce different stevia-based products as consumer preferences shift away from sugar.
This growing aversion to sugar is prompting food companies, both large and small, to incorporate stevia as a substitute to reduce sugar content in their offerings while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped elevate stevia from a niche ingredient to a mainstream option. Coca-Cola has launched a stevia-sweetened soda that boasts no sugar, zero calories, and the absence of the aftertaste often associated with products containing stevia. This new product is set to be introduced in a small 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 natural potency allows 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 favored artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These qualities have positioned pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO has a unique edge, offering different varieties of its product. It will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s Chief Marketing Officer, informed Food Navigator that the company is exploring applications for its product in various items, including ketchup, nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage pointed out that stevia is often combined with bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol to replace sugar in applications that require bulk or body. These carriers can comprise 80% to 90% of the product and may negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any off-flavors for a cleaner taste, according to Cage.
At first glance, HEYLO appears to have a promising future, but it is still in its early stages and must deliver on several commitments, such as providing a clean taste. It also needs to be cost-effective and compatible with ingredient lists for various food products. If it alters the texture or becomes too expensive, HEYLO could join the ranks of other promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace a new sweetener or continue to seek more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is mainstream, not niche, and there is significant profit potential for the successful contender.
Moreover, the incorporation of calcium citrate malate, vitamin D3, and magnesium tablets into the food market can add another layer of appeal, especially for health-conscious consumers. These supplements could enhance the nutritional profile of products utilizing HEYLO, making them even more attractive. As the industry evolves, the combination of natural sweeteners like HEYLO with essential nutrients such as calcium citrate malate, vitamin D3, and magnesium tablets may become a key strategy for capturing consumer interest and loyalty.