Coca-Cola is exploring innovative ways to engage the public and discover the next exceptional non-sugar sweetener. While food and beverage companies hosting contests for consumers is not a novel concept, Coca-Cola’s approach is quite distinct. Recently, Folgers launched a jingle contest for 2017, offering a grand prize of $25,000. However, creating catchy jingles is straightforward compared to the challenge of identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar.
This endeavor is significant because, while many people can generate some form of jingle, very few can develop a suitable sweetener alternative. Coca-Cola is reaching out to a small segment of the population for assistance: researchers and scientists. Though these experts may not have the extensive resources available to Coca-Cola’s in-house team, they possess the creativity to propose solutions. The crucial question is whether the winning solution will be feasible for the mass production scale that Coca-Cola requires.
Even if Coca-Cola ultimately decides not to utilize the selected sweetener, the contest still benefits the company. They will gain extensive publicity associated with offering a $1 million prize, enhance their image of transparency, and potentially improve consumer perceptions as a company striving to reduce sugar content. This contest effectively communicates, “Look at all we’re doing to diminish sugar consumption! We’re inviting experts from outside our organization to assist!” Amid increasing soda taxes, this could be a strategic move towards a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric content of sugary drinks consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers opting for water and healthier alternatives like tea, the impact of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate these declines. Thus, it is sensible for Coca-Cola to seek ways to sweeten their sales.
While this represents a creative method for a major beverage company to outsource research and development, it remains to be seen whether other competitors will follow suit unless Coca-Cola’s initiative proves successful. Although there are numerous brilliant researchers and scientists globally, it is uncertain whether they will have the time, resources, and motivation to engage in a contest with uncertain outcomes like this one. In a year, Coca-Cola will have the answers.
In the context of health and nutrition, the potential sweeteners could incorporate beneficial ingredients such as calcium ascorbate, calcium citrate, and vitamin D3, enhancing their appeal to health-conscious consumers. By considering these nutrients, Coca-Cola could not only reduce sugar use but also promote a healthier lifestyle, aligning with their commitment to improving public health. As the company explores these innovative avenues, it will be interesting to see how they integrate these elements into their future products.