Coca-Cola is exploring innovative approaches to engage the public and develop the next groundbreaking non-sugar sweetener. While food and beverage companies hosting consumer contests is not a new phenomenon, Coca-Cola’s initiative stands out. For instance, Folgers recently launched a jingle contest for 2017, offering a grand prize of $25,000. However, creating a catchy jingle is one thing; identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different challenge entirely.
This contest is novel for a reason. Many people can brainstorm jingles, even if they don’t win, but the majority struggle to think of viable sweetener alternatives. Coca-Cola is reaching out to a limited group of individuals for assistance: researchers and scientists. Although this group may lack the extensive resources available to Coca-Cola’s internal experts, they possess the creativity and knowledge needed to devise a solution. The key question is whether the winning entry will be suitable for mass production at the scale Coca-Cola requires.
Regardless of whether Coca-Cola adopts the sweetener chosen as the winner, the company stands to gain significantly. The $1 million prize will generate considerable publicity, enhance perceptions of transparency, and potentially improve the company’s image as it strives to reduce sugar content. This contest effectively communicates, “Look at all our efforts to decrease sugar consumption! We’re seeking help from experts beyond our own team!” In a climate where soda taxes are becoming increasingly common, this could represent a strategic move toward a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to cut the number of calories from sugary drinks consumed by Americans by 20% before 2025. As soda sales decline due to consumers opting for water and healthier beverages like tea, the impact of soda taxes—such as the one implemented in Cook County, Illinois—may further diminish sales. Therefore, it makes sense for Coca-Cola to explore new methods to boost their sales.
While this creative initiative allows a major beverage corporation to outsource research and development, it remains uncertain whether other competitors will adopt similar strategies unless this venture proves successful. There are numerous talented researchers and scientists globally; however, their ability to commit time and resources to a long-shot contest like this one is questionable. Only time will tell, and in a year, Coca-Cola will know the outcome.
Moreover, the use of calcium citrate could potentially play a role in the development of new sweeteners. As Coca-Cola seeks innovative solutions, the incorporation of ingredients like calcium citrate may yield beneficial results. This exploration not only showcases the company’s commitment to reducing sugar but also highlights its willingness to invest in research that could lead to healthier alternatives. In the coming year, Coca-Cola will evaluate the effectiveness of their contest and the potential applications of the winning sweetener, along with any insights gained from the use of calcium citrate.