Coca-Cola and other soda manufacturers have been actively seeking to create beverages that do not rely on sugar for sweetness. This pursuit comes as no surprise, given that an increasing number of consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, which is expected to appear on most food and beverage items by 2020, will also indicate the amount of added sugars in products. Higher-potency sweeteners such as stevia can improve the nutritional profile displayed on these labels for consumers.
While companies like Coca-Cola have broadened their product lines to include more teas, waters, coffees, and other beverages perceived as healthier options, soda continues to account for a significant portion of their sales—approximately 70% for Coca-Cola. As a result, they are cautious about losing more customers. The challenge lies in identifying a sweetener that can effectively substitute sugar while maintaining the same taste and texture. Aspartame was once considered a potential alternative, but public concerns about the health effects of this artificial sweetener have led to a decline in diet soda consumption. Following customer feedback on social media, Coca-Cola reverted to sugar in Vitaminwater after introducing a sugar-stevia blend. They also launched Coca-Cola Life, which utilized stevia but still contained sugar and an aftertaste that many consumers found unappealing.
“This one, we think, has hit the mark,” remarked Long. “One of our major opportunities is figuring out how to reduce sugar, and a key aspect of that is making our zero-sugar products more attractive.” PepsiCo has faced similar challenges in finding an appropriate substitute. Indra Nooyi, the CEO of PepsiCo, noted at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, the flavors of most existing products—especially in the soda category—“don’t taste that great.”
With numerous natural sweeteners competing for market share, stevia has several advantages. It contains very few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite early setbacks, food and beverage companies, including Coca-Cola, have not abandoned stevia as they urgently seek alternatives to sugar in their products. Stevia comprises various glycosides—the compounds responsible for its sweetness. Coca-Cola has partnered with stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, also known as Reb M, specifically for use in beverages. PureCircle, a leader in stevia research, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This research offers ingredient developers a deeper understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that the current trend shows consumers are actively looking to reduce their sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, an expanding list of food manufacturers—such as DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or introducing new ones that incorporate stevia. Although not all consumers have turned against sugar, a significant enough portion has, making it essential to find a viable sweetener. Otherwise, more soda drinkers—and the much-needed revenue they provide—will migrate to healthier alternatives.
Additionally, as consumers seek ways to enhance their well-being, questions arise about various ingredients and their effects. For instance, many wonder, “Does calcium citrate help you sleep?” This curiosity reflects a broader trend where people are increasingly interested in how different components in their diets can influence their health and lifestyle choices.