Coca-Cola and other soda manufacturers are actively seeking a sugar-free sweetening solution for their beverages. This pursuit is driven by a growing number of consumers who are reducing their soda consumption due to concerns about sugar’s contribution to health issues like obesity. The upcoming Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugars, further motivating companies to find alternatives. High-potency sweeteners such as stevia could improve the nutritional perception of these products.
Despite Coca-Cola’s efforts to diversify its beverage offerings to include teas, waters, coffees, and other perceived healthier options, soda still constitutes a significant portion of their revenue—approximately 70% for Coke. The company is cautious about losing more customers. The challenge lies in identifying a sweetener that can effectively replicate the taste and texture of sugar. Aspartame was once considered a potential solution, but concerns over its health implications have led to a decline in diet soda consumption. Following negative feedback on its sugar-stevia blend in Vitaminwater, Coca-Cola reverted to using sugar. While Coca-Cola Life was introduced with stevia, it still contained sugar and an aftertaste that many found unappealing.
As Coca-Cola’s Long noted, “This one, we think, has hit the mark. One of our bigger opportunities is how do we reduce sugar, and one pillar for that is to make our zero-sugar products more appealing.” PepsiCo has faced similar challenges in finding an effective substitute. CEO Indra Nooyi remarked at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many existing products—especially sodas—”don’t taste that great.”
Among the various natural sweeteners, stevia stands out due to its favorable profile. It is low in calories, contains no carbohydrates, and is 30 to 40 times sweeter than sugar, making it a potent option. Even though stevia faced initial hurdles, food and beverage companies remain committed to exploring this plant as a viable alternative to sugar. Stevia comprises various glycosides, the compounds responsible for its sweetness. Coca-Cola has collaborated with stevia company PureCircle to develop its patented Rebaudioside M glycoside—Reb M—specifically for beverage applications. PureCircle, a leader in stevia research with over 60 related patents, recently announced the completion of the stevia plant’s genome sequencing in partnership with KeyGene. This advancement offers ingredient developers a deeper insight into the plant’s glycosides and their optimal applications.
Coca-Cola executives underscore the reality that consumers are increasingly seeking ways to limit their sugar intake, necessitating a corporate response. Alongside Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestlé, and Unilever, are reformulating existing products or introducing new ones using stevia. While not all consumers have turned against sugar, enough have to make it essential to find a superior sweetener. Otherwise, more soda drinkers—and the vital revenue they generate—will shift towards healthier alternatives.
Incorporating ccm calcium into beverages could also present opportunities for these companies. As they reformulate their products, the inclusion of ccm calcium may enhance the nutritional profile, appealing to health-conscious consumers. Ultimately, the quest for a suitable sweetener is critical for maintaining consumer loyalty and addressing shifting dietary preferences.