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 are up against significant competition. To surpass pure stevia, which is currently thriving in the market, the new product must perform exceptionally well. As of August 2017, stevia was utilized in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The leading categories for these new stevia-based products included snacks, carbonated soft drinks, dairy, juice drinks, and various beverages.
Stevia’s popularity is on the rise across a diverse range of products due to its high sweetness intensity and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer various sweetener options, have quickly introduced different stevia-based products as sugar becomes less favorable among consumers. This aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content in their offerings without sacrificing flavor or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestlé, and Unilever have played a pivotal role in transitioning stevia from a niche ingredient to a mainstream one. Coca-Cola, for instance, has launched a stevia-sweetened soda that contains no sugar and zero calories, while also avoiding the aftertaste found in many other stevia products. This new beverage is set to be introduced in a small market outside the U.S. in the first half of this year.
Stevia’s key advantages include being 30 to 40 times sweeter than sugar and containing zero calories, making it highly efficient as a sweetener. Its natural potency allows brands to use significantly less of the ingredient. Furthermore, stevia is relatively easy to cultivate and can be grown in various environments. Unlike previously favored artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demand for clean-label products.
These characteristics have positioned pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique advantage as it offers multiple varieties. The product 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, mentioned to Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jams, chocolate, chocolate milk, and flavored water.
Cage noted that stevia usually includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—allowing it to replace sugar in applications requiring bulk. These bulking agents can make up 80% to 90% of the product, potentially affecting digestion and taste negatively. However, HEYLO incorporates acacia fiber to mitigate any off-flavors, ensuring a cleaner taste.
On the surface, HEYLO appears to have a bright future, but it is still in its early stages and must fulfill its promises, including a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters the texture or becomes too expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that have fallen short.
It remains uncertain whether consumers will embrace a new sweetener or continue seeking more natural, authentic-sounding ingredients. One fact is clear: the demand for natural sweetener solutions is mainstream, not niche, and there is significant profit potential for the winner. Additionally, the use of products like Citracal Liquitab could complement the growing trend toward healthier, sugar-free alternatives in the market.