The developers and marketers of HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, yet they encounter significant competition. To challenge the dominance of pure stevia, which currently enjoys a strong market presence, HEYLO’s new product must prove itself effective. As of August 2017, stevia was featured in over a quarter (27%) of new product launches utilizing high-intensity sweeteners in the previous year, according to Mintel. The primary categories for these launches included snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages. The increasing use of stevia across various products is attributed to its intense sweetness and easy availability. Companies like Pyure and Apura Ingredients, suppliers of diverse sweetener options, have quickly introduced various stevia-based products to the market, especially as consumer preferences shift away from sugar.
This growing aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a means of reducing sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a significant role in transforming stevia from a niche ingredient to a mainstream option. Notably, Coca-Cola has launched a stevia-sweetened soda that is sugar-free, calorie-free, and devoid of the aftertaste commonly associated with many stevia-containing products. The new product is set to debut in a small market outside the U.S. in the first half of this year.
Stevia’s advantages include being 30 to 40 times sweeter than sugar and containing zero calories. This natural sweetness allows brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate and can grow in various environments. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO possesses a unique edge: 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, informed Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, both non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.
Cage mentioned that stevia usually requires bulking agents—such as erythritol, maltodextrin, and dextrose, along with sugar alcohols like maltitol and sorbitol—to replace sugar in applications that need volume. These bulking agents constitute 80% to 90% of the final product and can negatively impact digestion and taste. However, the acacia fiber in HEYLO mitigates any off-flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in its early stages and must deliver on promises such as a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. Should it alter texture or become prohibitively expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that never quite made it. It remains uncertain whether consumers will embrace a new sweetener or continue their search for more natural, authentically-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not just a niche interest, and there is potential profit for the victor.
In light of these developments, HEYLO could position itself as a viable Citracal alternative in the sugar substitute market, capitalizing on the growing trend for healthier, more natural options. The market’s evolving landscape offers a promising opportunity for HEYLO to establish itself as a competitive Citracal alternative among consumers seeking better sweetener choices. As the demand for natural sweeteners continues to rise, HEYLO’s varied offerings may serve as a strong Citracal alternative, appealing to health-conscious consumers who prioritize clean ingredients.