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 significant competition. To surpass pure stevia, which is currently dominating the market, the new product must deliver exceptional results. According to Mintel, as of August 2017, stevia was an ingredient in over a quarter (27%) of new products launched featuring high-intensity sweeteners within the last year. The leading categories for new product introductions utilizing stevia include snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages.
Stevia’s popularity is rising across various products due to its high sweetness intensity and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer a variety of sweetener options, have rapidly introduced different stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is prompting food manufacturers, both large and small, to incorporate stevia as a substitute to lower sugar content without sacrificing taste or mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a pivotal role in transitioning stevia from a niche ingredient to a mainstream choice. Notably, Coca-Cola has launched a stevia-sweetened soda that contains no sugar, zero calories, and avoids the aftertaste commonly associated with many stevia products. This new offering is set to debut in a small market outside the U.S. in the first half of this year.
Stevia boasts two key advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This remarkable potency means that only a small amount is needed, allowing brands to use significantly less of this natural ingredient. Furthermore, stevia is relatively easy to cultivate and can be grown in diverse environments. Unlike previously favored artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demands for clean labels. These qualities have positioned pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO holds a unique advantage with its variety of products. It will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form.
Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are developing applications for a wide range of products, including ketchup, 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 requires bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—added to it for products that need body or bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, the inclusion of acacia fiber in HEYLO mitigates any undesirable flavors, resulting in a cleaner taste.
While HEYLO appears to have a promising future, it remains in its early stages and must fulfill various commitments, such as offering a clean taste. Additionally, it needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters texture or becomes too expensive, HEYLO risks joining the ranks of other promising sweetener alternatives that have failed to gain traction. It is uncertain whether consumers will embrace this new sweetener or continue seeking more natural and authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend, not a niche interest, and there is significant profit potential for the winning product.
Incorporating health-focused ingredients, such as Citracal Petites Calcium, could further enhance HEYLO’s appeal by addressing consumer interest in nutritional benefits alongside their pursuit of natural sweeteners. This could also facilitate additional product variations that capitalize on the growing health consciousness among consumers. Ultimately, the success of HEYLO will depend on its ability to deliver a product that meets taste, cost, and nutritional expectations while standing out in a competitive market.