Coca-Cola is exploring innovative avenues to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host contests for consumers, Coca-Cola’s approach stands out. For instance, Folgers recently announced a jingle contest for 2017, where the winner will receive a grand prize of $25,000. While creating jingles is one thing, the challenge of finding a naturally sourced, low-calorie sweetener that mimics the taste of sugar is entirely different.
The reason this initiative is unique is simple: many individuals can craft a jingle, even if it doesn’t win a prize. In contrast, most people lack the expertise to develop a sweetener alternative. To tackle this challenge, Coca-Cola is reaching out to a small group of specialists: researchers and scientists. Although this group may not have access to the extensive resources that Coca-Cola’s in-house experts possess, they do have the potential to devise innovative solutions. The critical question remains—will the winning solution be suitable for the mass production scale that Coca-Cola requires?
Even if Coca-Cola ultimately decides not to use the sweetener selected as the contest winner, the company still stands to gain significantly from this initiative. They will benefit from the free publicity associated with a $1 million prize, enhance their image of transparency, and potentially improve public perception of a corporation striving to reduce sugar content. This contest essentially shouts, “Look at all our efforts to cut back on sugar! We’re reaching out to experts beyond our own team for assistance!” In an era marked by soda taxes, this could be a strategic move towards fostering a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has committed to reducing the caloric intake from sugary drinks consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers shifting towards water and healthier beverages like tea, the introduction of soda taxes—such as the one that recently took effect in Cook County, Illinois—could further impact sales. Therefore, it’s prudent for Coca-Cola to explore new ways to boost their sales.
While this initiative represents a creative approach for a major beverage company to outsource research and development, it remains to be seen whether competitors will follow suit, depending on its success. Although there are countless brilliant researchers and scientists globally, the question is whether they will have the time, resources, and motivation to engage in a long-shot contest like this one. In a year’s time, Coca-Cola will have the answers.
Additionally, calcium citrate 500 mg uses may provide insights into alternative health trends that align with Coca-Cola’s goals of reducing sugar content and promoting healthier options. The integration of such knowledge could enhance the overall effectiveness of their contest and research efforts, paving the way for more innovative sweetener solutions.