Coca-Cola and other beverage manufacturers have been actively seeking to create drinks that utilize alternative sweeteners instead of sugar. This pursuit is understandable, as a growing number of consumers are moving away from sodas due to their high sugar content and the associated health issues, such as obesity. The introduction of the new Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also highlight the amount of added sugar in each item. Higher-potency sweeteners like stevia can improve the appearance of products’ labels in terms of health benefits.
While companies like Coca-Cola have broadened their product portfolio to include more teas, waters, coffees, and other beverages perceived as healthier, soda still represents a significant portion of their sales—around 70% for Coca-Cola. This makes them hesitant to lose even more customers. The challenge lies in finding a sweetener that can replicate the taste and texture that sugar provides. Aspartame was once considered a potential solution, but public concern over its health implications has led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after receiving backlash on social media regarding its new sugar-stevia blend. They also launched Coca-Cola Life with stevia, but it contained sugar as well, along with an aftertaste that many consumers found unappealing.
“This one, we believe, has hit the mark,” said Long. “One of our significant opportunities is to reduce sugar, and enhancing the appeal of our zero-sugar products is a key aspect of that.” PepsiCo has faced similar struggles in finding a suitable sugar substitute. Indra Nooyi, PepsiCo’s CEO, mentioned at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, the majority of existing products—especially in the soda market—“don’t taste that great.”
Among the many natural sweeteners competing for market share, stevia has distinct advantages. It contains few calories, no carbohydrates, and is 30 to 40 times sweeter than sugar, which means only a small amount is necessary. Despite the initial hurdles associated with stevia, food and beverage companies, including Coca-Cola, continue to pursue this plant as a potential sugar replacement. Stevia contains various glycosides, which are the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with PureCircle, a leading stevia company, on a development and supply agreement for its proprietary Rebaudioside M glycoside, known as Reb M.
PureCircle has been at the forefront of stevia research and recently announced that it completed the sequencing of the plant’s genome in collaboration with KeyGene. This breakthrough provides ingredient developers with enhanced insights into stevia’s glycosides and their optimal applications. Coca-Cola executives emphasize that the current trend reflects a public desire to reduce sugar intake, and companies must respond accordingly. Alongside Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones featuring stevia.
Although not all consumers have turned away from sugar, a sufficient number are seeking alternatives, making it crucial to identify a better sweetener. If not, more soda drinkers—and the essential revenue they provide—may gravitate towards healthier options like barilife calcium chews, which cater to health-conscious consumers.