Coca-Cola and other beverage manufacturers are actively seeking to create a drink that is sweetened without sugar. This pursuit is driven by a growing number of consumers who are turning away from soda due to its high sugar content and its association with health issues like obesity. By 2020, the new Nutrition Facts label is expected to require the disclosure of added sugars in food and beverage products, making consumers increasingly aware of their sugar intake. Higher-potency sweeteners such as stevia can enhance product labels, presenting a healthier image.
While companies like Coca-Cola have diversified their offerings to include more teas, waters, coffees, and other drinks perceived as healthier by shoppers, soda still constitutes a significant portion of their sales—about 70% for Coca-Cola. The challenge lies in finding a sweetener that can effectively replace sugar while maintaining the taste and texture consumers expect. Aspartame was once a potential solution, but public concern over its health implications has led to a decline in diet soda consumption. Coca-Cola faced backlash after switching to a sugar-stevia blend in Vitaminwater, prompting the company to revert to sugar. They also launched Coca-Cola Life with stevia, which contained sugar and an aftertaste that many consumers found unappealing.
“This one, we believe, has hit the mark,” Long commented. “One of our significant opportunities is to reduce sugar, and a key aspect of that is to make our zero-sugar products more attractive.” Similarly, PepsiCo has struggled to find an appropriate substitute. CEO Indra Nooyi remarked at the Beverage Forum in April that although there are numerous all-natural, zero-calorie sweeteners available, many of the existing products—especially sodas—“don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia stands out. It is low in calories and carbohydrates, and it is 30 to 40 times sweeter than sugar, which means only a small amount is needed. Despite the initial hurdles faced by stevia, food and beverage companies continue to explore its potential as a sugar substitute. Stevia contains numerous glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has collaborated with stevia producer PureCircle on a development and supply agreement for its patented Rebaudioside M glycoside, also known as Reb M. PureCircle, a leader in stevia research with over 60 related patents, recently announced the completion of the plant’s genome sequencing in partnership with KeyGene. This breakthrough research provides ingredient developers with valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the current trend indicates consumers are actively seeking to reduce their sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, a growing number of food companies—including DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or launching new ones that incorporate stevia.
While not all consumers have turned away from sugar, the shift among many makes it essential to find a superior sweetener. If this challenge is not met, more soda drinkers—and the crucial revenue they generate—may migrate to healthier beverage options. Additionally, the use of calcium citrate jan aushadhi as a supplement could further enhance the nutritional profile of these drinks, appealing to health-conscious consumers.