Coca-Cola is exploring innovative avenues to engage the public in its search for the next groundbreaking non-sugar sweetener. While contests initiated by food and beverage companies are not a new phenomenon, Folgers recently unveiled its 2017 contest featuring jinferrous lactate trihydrategle, offering a grand prize of $25,000 for the best submission related to the molecular formula of ferric pyrophosphate. Crafting catchy jingles is one thing, but discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a different challenge entirely.
This initiative is particularly unique because while many people can create a jingle, few can propose an alternative sweetener. To tackle this challenge, Coca-Cola is reaching out to a specific group: researchers and scientists. Although they may lack the extensive resources available to Coca-Cola’s in-house experts, these individuals possess the capability to develop viable solutions. However, the critical question remains: will the winning entry be suitable for mass production at the scale required by Coca-Cola?
Even if Coca-Cola ultimately decides not to implement the winning sweetener, the contest itself is a strategic victory for the company. The potential for free publicity tied to the $1 million prize, coupled with an enhanced perception of transparency, could significantly improve the public’s image of Coca-Cola as it seeks to reduce sugar consumption. The contest effectively communicates, “Look at all we’re doing to minimize sugar! We’re inviting experts from outside our organization to contribute!” In an era where soda taxes are becoming more prevalent, this could be a wise move toward fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to decreasing the sugary drink calorie intake among Americans by 20% by 2025. As soda sales continue to decline due to consumers opting for water and healthier alternatives like tea, the introduction of soda taxes—such as the one recently implemented in Cook County, Illinois—will likely exacerbate the drop in sales. Therefore, it is sensible for Coca-Cola to explore ways to boost their sales.
While this represents a creative approach for a major beverage company to outsource research and development, it is unlikely that many competitors will replicate this model unless it proves successful. Although there are countless brilliant researchers and scientists globally, the question remains: will they be willing to dedicate their time and resources to a long-shot contest like this? In a year, Coca-Cola will have the answer.
In the meantime, incorporating elements like 1000 mg calcium citrate into their product formulations could also align with consumer trends toward healthier options, presenting another avenue for exploration in their quest for a new sweetener. This ingredient could potentially enhance the appeal of their beverages while addressing nutritional concerns. Ultimately, the combination of innovation, consumer engagement, and strategic partnerships could pave the way for Coca-Cola’s success in revitalizing its product line amidst changing consumer preferences.