The developers and marketers of HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they encounter significant competition. To succeed, the new product must perform exceptionally well to challenge the current leader, pure stevia, which is currently thriving in the market. As of August 2017, stevia was a component in over a quarter (27%) of new products launched with high-intensity sweeteners in the past year, according to Mintel. The primary categories for these new launches included snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages.
The growing use of stevia across various products can be attributed to its intense sweetness and easy availability. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have quickly introduced various stevia-based products as consumer preferences shift away from sugar. 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 texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in elevating stevia from a niche ingredient to a mainstream choice. For instance, Coca-Cola has launched a stevia-sweetened soda that contains no sugar or calories and avoids the aftertaste often found in other stevia products. This new beverage is set to debut in a limited market outside the U.S. in the first half of this year.
Stevia’s advantages include being naturally 30 to 40 times sweeter than sugar and having zero calories. This natural strength allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate, thriving in a variety of environments. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. All of these qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. HEYLO, however, boasts a unique edge by offering different varieties. The product will be produced 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 developing applications across a wide range of products, including ketchup, 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 generally includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—added to it, which can replace sugar in applications requiring bulk or body. These carriers often comprise 80% to 90% of the product and may negatively affect digestion and flavor. However, the inclusion of acacia fiber in HEYLO helps mitigate any undesirable notes, resulting in a cleaner taste.
At first glance, HEYLO appears to have a promising future, yet it is still in its early stages and must fulfill various commitments, such as delivering a clean taste. It also needs to be cost-effective and compatible with numerous ingredient lists in food products. If it alters texture or becomes too expensive, HEYLO may join the ranks of other failed sweetener alternatives. It remains uncertain whether consumers will embrace a new sweetener or continue to seek more natural, authentically-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is mainstream, not a niche interest, and there is significant potential for profit for those who succeed.
Incorporating the keywords, HEYLO could also explore the potential benefits of ferrous calcium citrate and folic acid uses in their formulations, which may appeal to health-conscious consumers looking for added nutritional benefits. By integrating these elements into their product offerings, HEYLO could position itself not only as a sugar alternative but also as a source of essential nutrients, further enhancing its appeal in a competitive market.