The developers and marketers behind HEYLO are aiming to capture a share of the projected $16 billion to $20 billion sugar-alternative market, yet they are up against significant competition. The new product must perform exceptionally well to challenge the dominance of pure stevia, which currently enjoys a robust position in the market. According to Mintel, by August 2017, stevia was an ingredient in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year. The primary categories for new stevia-based product launches included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages.
The use of stevia is expanding across a wide range of products due to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which supply various sweetener options, have swiftly introduced different stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is motivating food manufacturers, both large and small, to incorporate stevia as a means to lower sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have transitioned stevia from a niche ingredient to a mainstream option. Notably, Coca-Cola has launched a stevia-sweetened soda that contains no sugar and boasts just six calories, while also eliminating the aftertaste common in many stevia products. This new beverage is set to debut in a limited market outside of the U.S. in the first half of this year.
Two key advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural efficiency allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate, growing well in various environments. Unlike previously favored artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These characteristics have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO does have a unique edge as it offers a variety of forms. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jereferrous gluconate, 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 beverages, lightly carbonated drinks, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia often comes with bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can replace sugar in applications requiring bulk. These carriers typically constitute 80% to 90% of the product and can negatively affect digestion and taste. However, HEYLO’s inclusion of acacia fiber helps to mask any undesirable flavors, resulting in a cleaner taste.
At face value, HEYLO appears to have a bright future, yet it is still in its early stages and must deliver on promises such as a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. Should it alter the texture or become too expensive, HEYLO could join the ranks of many other promising sweetener alternatives that have failed.
It’s uncertain if consumers will embrace a new sweetener or continue their quest for more natural and authentic ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern rather than a niche interest, and there is significant profit potential for those who succeed. Additionally, incorporating ingredients like vitafusion calcium citrate into product formulations could bolster HEYLO’s appeal, as health-conscious consumers increasingly seek functional benefits in their food choices. The presence of vitafusion calcium citrate can enhance product offerings, making them more attractive in a competitive market.