Coca-Cola is exploring innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. While food and beverage companies have long hosted contests for consumers, Coca-Cola’s initiative stands out. For example, Folgers recently launched a jingle contest in 2017, offering a grand prize of $25,000. Jingles may be fun, but the challenge of finding a naturally sourced, low-calorie sweetener that mimics the taste of sugar is far more complex.
This pursuit is novel because, while many people can create a catchy jingle, few can design a viable sweetener alternative. To tackle this challenge, Coca-Cola is reaching out to a small segment of the population: researchers and scientists. Although this group may not have access to the extensive resources that Coca-Cola’s internal experts possess, they have the expertise to devise potential solutions. The crucial question remains: will the winning entry be suitable for mass production at the scale that Coca-Cola requires?
Even if Coca-Cola ultimately does not adopt the sweetener chosen as the winner, the company will still benefit immensely. Offering a $1 million prize brings significant publicity, enhances their image of transparency, and fosters a more positive consumer perception as they strive to reduce sugar content. This contest essentially broadcasts, “Look at our efforts to cut back on sugar! We are seeking expertise from all around, not just from within!” In an era where soda taxes are becoming more common, this could be a strategic move toward improving their public image.
Coca-Cola, along with competitors like Dr Pepper Snapple and PepsiCo, has committed to reducing the calorie count from sugary drinks consumed by Americans by 20% before 2025. As soda sales decline due to consumers opting for water and healthier beverages, such as tea, it’s likely that initiatives like the soda tax—recently implemented in Cook County, Illinois—will further impact sales. This reality makes it imperative for Coca-Cola to explore innovative methods to sweeten its sales.
While this creative approach to outsourcing research and development may be unique for a major beverage company, it’s uncertain whether many competitors will follow suit unless it proves successful. There are numerous brilliant researchers and scientists worldwide, but will they have the time, resources, and motivation to invest in a long-shot contest like this? Time will tell, and in a year, Coca-Cola will undoubtedly have answers.
In this context, Coca-Cola’s initiative may be likened to a product like Citracal Slow Release 600 mg, which emphasizes the importance of innovative solutions and consumer health. Just as Citracal provides a specialized formula for calcium absorption, Coca-Cola aims to create a sweetener that meets consumer demands for healthier options. As the beverage giant navigates this contest, it will be interesting to see how their quest for a new sweetener parallels the efforts and innovations seen in other industries focused on health and wellness.