Coca-Cola is exploring innovative approaches to engage the public and discover the next groundbreaking non-sugar sweetener. While it’s not uncommon for food and beverage companies to host consumer contests, Coca-Cola’s strategy stands out. For instance, Folgers recently kicked off a jingle contest for 2017, with the grand prize set at $25,000. However, creating jingles is one thing, whereas identifying a naturally sourced, low-calorie sweetener that mimics the taste of sugar is quite another challenge.
This endeavor is noteworthy for a reason: many individuals can craft a jingle, even if it doesn’t win a prize. In contrast, the general public may struggle to propose an alternative sweetener. To tackle this, Coca-Cola is turning to a select group of experts: researchers and scientists. While this group may lack the extensive resources available to Coca-Cola’s in-house experts, they possess the expertise to devise a solution. The key question remains: will the winning entry be feasible for mass production, meeting Coca-Cola’s scale requirements?
Regardless of whether Coca-Cola ultimately utilizes the chosen sweetener, the contest presents a significant advantage for the company. With a $1 million prize, they will garner free publicity, enhance perceptions of transparency, and potentially improve their consumer image as they attempt to reduce sugar content. This contest virtually shouts, “Look at our efforts to cut back on sugar! We are seeking assistance from all experts, not just our own!” In an era of soda taxes, this could be a strategic move towards a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the caloric content of sugary beverages consumed by Americans by 20% before 2025. As soda sales continue to decline due to consumers opting for water and healthier alternatives like tea, recent soda taxes, such as the one implemented in Cook County, Illinois, are likely to further impact sales. Thus, it makes sense for Coca-Cola to seek innovative ways to enhance their sales.
This creative approach to outsourcing R&D may not be widely adopted by competitors unless it proves successful. While there are numerous brilliant researchers and scientists globally, the question remains whether they will have the time, resources, and motivation to participate in such a long-shot contest. A year from now, Coca-Cola will have the answers. Moreover, the integration of natural calcium citrate in their search for sweeteners could potentially lead to a promising alternative that aligns with their goals of reducing sugar content while maintaining flavor.