The developers and marketers of HEYLO are eager to capture a portion of the estimated $16 billion to $20 billion sugar-alternative market, but they face significant competition. To surpass pure stevia, which is currently thriving in the market, HEYLO’s new product must deliver exceptional results. As of August 2017, stevia was featured in over a quarter (27%) of new products launched using high-intensity sweeteners, according to Mintel. The leading categories for new product launches incorporating stevia include snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The rising use of stevia in various products is attributed to its high-intensity sweetness and ease of sourcing. Manufacturers like Pyure and Apura Ingredients have swiftly introduced a variety of stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is driving food companies, both large and small, to utilize stevia as a substitute to reduce sugar content without sacrificing taste or texture. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped transition stevia from a niche option to a mainstream ingredient. Coca-Cola has launched a stevia-sweetened soda that contains no sugar and zero calories, while also avoiding the aftertaste often associated with products containing stevia. This new product is set to debut in a small market outside the U.S. in the first half of this year.
Stevia offers two significant advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural potency means only a small amount is needed, allowing brands to use less of the ingredient. Additionally, stevia is relatively easy to cultivate and can grow in various environments. Unlike previously popular artificial sweeteners like aspartame, stevia is 100% natural, aligning with consumer demand for clean labels. These qualities have positioned pure stevia ahead of competitors such as monk fruit, agave, and honey. However, HEYLO has a unique edge with its diverse product varieties. It will be produced as an organic brown sugar alternative, a natural white sugar alternative, and a liquid form.
Jeremy Cage, HEYLO’s chief marketing officer, informed Food Navigator that the company’s partners are developing applications ranging from ketchup to 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 often includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—making up 80% to 90% of the product. These carriers can negatively affect digestion and taste. However, HEYLO’s inclusion of acacia fiber helps eliminate off-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 several commitments, such as providing a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters texture or becomes too expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that failed to succeed.
It remains uncertain whether consumers will embrace a new sweetener or continue to search for more natural and authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions has become a mainstream concern, not merely a niche interest, and there is substantial profit potential for the eventual winner. In this competitive landscape, incorporating additives such as calcium citrate caps may further enhance HEYLO’s appeal, as consumers increasingly seek products that align with their health-conscious choices.