Coca-Cola and other beverage manufacturers are on a mission to create a drink that avoids using sugar for sweetness. This pursuit is understandable, given that a growing number of consumers are moving away from soda due to its sugar content and its association with health issues like obesity. By 2020, the new Nutrition Facts label will require most food and beverage products to display the amount of added sugar, prompting companies to seek out alternative sweeteners. Higher-intensity sweeteners such as stevia are expected to improve product labels from a health perspective.
While companies like Coca-Cola have diversified their product ranges to include more teas, waters, coffees, and other options perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. As a result, they are cautious about losing more consumers. The challenge lies in finding a sweetener that effectively mimics the taste and texture of sugar. Aspartame was once considered, but its negative reputation has led many to reduce their intake of diet sodas, and Coca-Cola reverted to sugar in Vitaminwater after backlash over its sugar-stevia mix. They also launched Coca-Cola Life with stevia, but it still contained sugar and left many consumers dissatisfied due to its aftertaste.
According to Long, “This one, we think, has hit the mark. One of our bigger opportunities is how do we reduce sugar, and one pillar for that is to make our zero-sugar products more appealing.” PepsiCo faces similar challenges. CEO Indra Nooyi mentioned at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly sodas—“don’t taste that great.”
Amid the competition among natural sweeteners, stevia stands out. It boasts minimal calories and carbohydrates, being 30 to 40 times sweeter than sugar, which means only a small amount is needed. Despite initial hurdles, food and beverage companies, including Coca-Cola, remain committed to exploring stevia as a viable sugar substitute. Stevia contains various glycosides, the compounds responsible for its sweetness. Coca-Cola has partnered with stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, also known as Reb M, which PureCircle has specifically formulated for beverage applications. With over 60 stevia-related patents, PureCircle recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This advancement offers ingredient developers a clearer understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the current consumer trend is toward reducing sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, numerous food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones featuring stevia. While not every consumer has turned away from sugar, a significant enough segment has, making it essential to identify a better sweetener. Without this, more soda drinkers—and the accompanying revenue—may transition to healthier alternatives. In this quest, the incorporation of ingredients like Jarrow Calcium Citrate may also play a role in enhancing overall product appeal and health benefits.