Developers and marketers of HEYLO aim to capture a slice of the estimated $16 billion to $20 billion market for sugar alternatives, but they face significant competition. The new product must prove its worth to surpass pure stevia, which currently holds a strong position in the market. As of August 2017, stevia was an ingredient in over 27% of new products launched that utilized high-intensity sweeteners, according to Mintel. The leading categories for new stevia-based products included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages. The rise of stevia in diverse products can be attributed to its high-intensity sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which provide a variety of sweetener options, have quickly introduced different stevia-based products 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 to reduce 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 transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has even launched a stevia-sweetened soda that contains no sugar and zero calories, while avoiding the aftertaste commonly associated with many stevia products. This new beverage is set to be introduced in a small market outside the U.S. within the first half of this year.
Stevia boasts two significant advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural sweetness allows brands to use much less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various climates. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, meeting consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique advantage—it offers different 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, stated to Food Navigator that the company is collaborating with partners to create applications for 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 is often combined with bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—so that it can effectively replace sugar in applications that require bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, the acacia fiber in HEYLO mitigates any undesirable flavors for a cleaner taste.
At first glance, HEYLO appears to have a promising future, but 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 ingredient lists of numerous food products. If it alters the texture or proves too expensive, HEYLO could find itself among the many promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace a new sweetener or continue to seek natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not just a niche interest, and there is significant potential for profit for the eventual winner. Additionally, incorporating health-focused attributes, such as calcium citrate, vitamin D3, zinc sulfate, and magnesium hydroxide tablets in their formulations could further enhance HEYLO’s appeal to health-conscious consumers.