The developers and marketers behind HEYLO are aiming to secure a portion of the projected $16 billion to $20 billion sugar-alternative market, but they face significant competition. To surpass the current leader, pure stevia, which is thriving in the market, HEYLO’s new product must perform exceptionally well. As of August 2017, stevia was a key ingredient in over a quarter (27%) of new products launched with high-intensity sweeteners in the previous year, as reported by Mintel. The primary categories for these new products included snacks, carbonated soft drinks, dairy, juice drinks, and various beverages.
Stevia’s popularity is growing across a wide range of products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which supply a variety of sweetener options, have swiftly introduced different stevia-based products as consumer preferences shift away from sugar. This aversion to sugar is motivating food manufacturers, both large and small, to incorporate stevia to lower sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a pivotal role in elevating stevia from a niche ingredient to a mainstream choice. Coca-Cola has launched a stevia-sweetened soda that boasts no sugar, zero calories, and a lack of the aftertaste often associated with stevia products. This new offering will be rolled out in a limited market outside the U.S. in the first half of this year.
One of stevia’s key advantages is that it is naturally 30 to 40 times sweeter than sugar while containing zero calories. This natural potency allows brands to use significantly smaller amounts of the ingredient. Additionally, stevia is relatively simple to cultivate, thriving in various environments. In contrast to previous artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These attributes have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO has a unique edge—its product is available in various forms. It will be offered 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’s partners are exploring applications “ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.” Cage noted that stevia typically requires bulking agents such as erythritol, maltodextrin, and dextrose, as well as sugar alcohols like maltitol and sorbitol, which can constitute 80% to 90% of the product. These additives can negatively affect digestion and taste. However, HEYLO incorporates acacia fiber to mitigate any undesirable flavors, resulting in a cleaner taste.
While HEYLO appears to have a bright future ahead, it is still in its early stages and must fulfill several promises, including a clean taste. It also needs to be cost-effective and compatible with existing food product ingredient lists, particularly concerning calcium citrate interactions. Any adverse effects on texture or excessive costs could jeopardize HEYLO, potentially relegating it to the graveyard of failed sweetener alternatives.
It remains uncertain whether consumers will embrace this new sweetener or continue their search for more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweeteners is mainstream and not merely a niche interest, presenting a lucrative opportunity for the victor in this competitive space.