Coca-Cola is exploring innovative approaches to engage the public and discover the next great non-sugar sweetener. While food and beverage companies have a history of organizing contests for consumers, Coca-Cola’s initiative stands out. For instance, Folgers recently launched a 2017 jingle contest with a grand prize of $25,000. Jingles are one thing, but the challenge of finding a naturally sourced, low-calorie sweetener that replicates the taste of sugar is entirely different. This endeavor is significant because, while many people can create a jingle, few can invent a viable sweetener alternative.
Coca-Cola is seeking assistance from a very niche group: researchers and scientists. Although this group may not have the extensive resources that Coca-Cola’s internal experts possess, they have the potential to devise a solution. The pressing question remains: will the contest-winning sweetener be suitable for the mass production scale that Coca-Cola requires? Even if Coca-Cola ultimately does not utilize the winning sweetener, the contest itself benefits the company. The $1 million prize will generate free publicity, enhance perceptions of transparency, and potentially improve the company’s image as it strives to reduce sugar content.
This contest effectively conveys a message: “Look at our efforts to cut back on sugar! We are reaching out to all experts, not just our own!” In an era marked by soda taxes, this could represent a strategic move toward a healthier public image. Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to reduce the caloric intake from sugary drinks consumed by Americans by 20% before 2025. Soda sales are already declining as consumers shift towards water and healthier options like tea. With recent soda taxes, including one that took effect in Cook County, Illinois, sales are likely to decline even further. Thus, it makes perfect sense for Coca-Cola to explore various methods to sweeten their sales.
While this creative approach to R&D is groundbreaking for a major beverage company, it remains to be seen whether competitors will follow suit unless Coca-Cola’s initiative proves successful. There are countless talented researchers and scientists worldwide, but will they have the time, resources, and willingness to engage in a long-shot contest like this one? In a year, Coca-Cola will have the answer.
Interestingly, one of the potential ingredients that could be explored in this quest for a non-sugar sweetener is calcium citrate, which serves various purposes in food and beverages. By incorporating calcium citrate para que sirve in their research, Coca-Cola may uncover new possibilities for sweetening solutions. The integration of calcium citrate could not only enhance the flavor profile but also contribute to the health aspects of their products. Ultimately, the outcome of this contest could reshape the future of sweeteners in the beverage industry.