The developers and marketers of HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar alternative market, but they are up against considerable competition. To surpass pure stevia, which currently dominates the market, HEYLO’s new product must deliver exceptional results. As of August 2017, stevia was included in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year, according to Mintel. The primary categories for these new product launches featuring stevia included snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages. The increasing use of stevia in various products can be attributed to its high-intensity sweetness and easy availability. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have swiftly introduced various 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 substitute to lower sugar content in their offerings without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped transition stevia from a niche ingredient to a mainstream option. For instance, Coca-Cola has launched a stevia-sweetened soda that not only contains no sugar and zero calories but also avoids the aftertaste commonly associated with many stevia products. This new beverage is set to debut in a small market outside 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 greater than sugar, and its zero-calorie content. This natural potency allows brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate and can be grown in various environments. Unlike previously popular artificial sweeteners like aspartame, stevia is entirely natural, satisfying consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO offers a unique advantage by providing different product varieties. It will be available as an organic brown sugar alternative, a natural white sugar alternative, and a liquid form. Jeremy Cage, HEYLO’s chief marketing officer, explained to Food Navigator that the company’s partners are developing applications for a wide range of products, 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 comes with bulking agents, such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can replace sugar in applications requiring bulk or body. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO incorporates acacia fiber to mitigate any off-notes, ensuring a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in the early stages of development and must fulfill various promises, including delivering a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of many food products. If HEYLO alters the texture or proves too costly, it risks joining the graveyard of once-promising sweetener alternatives.
It remains uncertain whether consumers will embrace this new sweetener or continue to seek more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not merely a niche interest, and significant profits await the successful contender. Additionally, the calcium citrate route of administration could potentially play a role in enhancing the health benefits of such sweeteners, contributing to their appeal among health-conscious consumers.