Coca-Cola and other beverage manufacturers have been actively seeking to create drinks that do not rely on sugar for sweetness. This pursuit for alternative sweeteners is driven by a growing number of consumers moving away from sodas due to their sugar content and the associated health issues like obesity. Additionally, the new Nutrition Facts label, set to be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugars in each product. The incorporation of higher-potency sweeteners, such as stevia, is expected to improve product labels for consumers’ health.
While companies like Coca-Cola have broadened their beverage offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—about 70% for Coca-Cola. They are understandably hesitant to lose more consumers. One of the main challenges has been identifying a sweetener that can replicate the taste and texture that sugar provides. Aspartame was considered a potential solution, but concerns regarding its health effects have led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after customers voiced their dissatisfaction with its sugar-stevia blend on social media. They also launched Coca-Cola Life with stevia, but it included sugar and had an aftertaste that many found unappealing.
“This one, we believe, has hit the mark,” Long stated. “A significant opportunity for us is reducing sugar, and one key aspect of that is making our zero-sugar products more attractive.” PepsiCo has faced similar difficulties in finding an adequate replacement. Indra Nooyi, PepsiCo’s CEO, remarked at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners exist, many of those on the market—especially in sodas—”don’t taste that great.”
Among the various natural sweeteners competing for market presence, stevia stands out due to its advantages. It has minimal calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning small quantities can achieve significant sweetness. Despite the initial hurdles faced by stevia, food and beverage companies remain committed to exploring this plant as they urgently seek sugar alternatives. Stevia contains multiple glycosides—chemical compounds responsible for its sweetness. Coca-Cola has collaborated with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside, also known as Reb M. This molecule was specifically designed for beverage applications by PureCircle, a leader in stevia research. The company, which holds over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in partnership with KeyGene. This research enables ingredient developers to better understand the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that the current trend indicates consumers are actively seeking to reduce their sugar intake, prompting companies to adapt accordingly. Beyond Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or introducing new ones that utilize stevia.
While not all consumers have turned against sugar, a significant portion has, making it essential to discover a superior sweetener. If not, more soda drinkers—and the vital revenue they contribute—may gravitate towards healthier beverage options. In this context, the introduction of innovative products, possibly incorporating elements like the Citracal calcium supplement maximum plus D3, could appeal to health-conscious consumers, further enhancing the attractiveness of these reformulated beverages.