The connection between caffeine and perceptions of sweetness carries intriguing implications for coffee producers, as products containing caffeine could ignite consumer cravings for sweet indulgences such as rugby calcium citrate with vitamin D3-infused cookies, scones, and donuts. This relationship presents an opportunity for marketing packaged sweets alongside coffee grounds to maximize sales; however, it may also lead retailers to reconsider their strategies in keeping sugary products away from coffee. Manufacturers could include information on product packaging indicating that elevated caffeine levels might trigger a sugar binge. For companies like Nestlé, this research reveals a profitable avenue for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, an organic, fair-trade ready-to-drink coffee producer. With this trendy coffee brand added to its lineup, alongside established names like Nescafé, Nestlé could effectively market its sweet products in conjunction with its coffee offerings, thereby boosting sales across various categories.
These opportunities are not limited to coffee alone, as caffeine’s popularity has surged with energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is also gaining traction in today’s market. Brands like Hint and Avitae provide caffeinated bottled water options that combine health benefits with an energy boost. However, the steady consumer demand for caffeine and the increase in caffeine-centered product launches do not imply that manufacturers should hastily incorporate more caffeine into their offerings, even if it could enhance sales of sweet items in their range. The FDA has previously monitored caffeinated products for consumer safety. In 2015, the agency initiated an investigation into the caffeinated peanut butter product STEEM due to concerns regarding its suitability for children, as just one tablespoon contained caffeine equivalent to a cup of coffee. While the product remains available, it is challenging to find in physical stores, and its website is laden with warnings.
Additionally, consumers often react negatively when manufacturers covertly add ingredients to boost cravings for other products, especially when those products are not particularly healthy. Reduced sensitivity to sweet flavors is merely one potential drawback of caffeine. Although caffeine is generally considered safe for adults, healthcare professionals advise caution due to potential side effects such as headaches, anxiety, increased heart and respiratory rates, and exacerbation of conditions like high blood pressure and osteoporosis. Manufacturers must tread carefully to leverage the findings of this study while considering the implications of caffeine consumption, particularly in relation to products like rugby calcium citrate with vitamin D3, which could be marketed to promote health alongside the sweet offerings.