Coca-Cola and other soft drink manufacturers have been striving to create a beverage that eliminates sugar as a sweetening agent. This pursuit of alternative sweeteners is understandable, as an increasing number of consumers are departing from traditional sodas due to their sugar content and the associated health issues such as obesity. By 2020, the new Nutrition Facts label will likely mandate the disclosure of added sugars in most food and beverage products, prompting the industry to seek healthier options. High-potency sweeteners like stevia could enhance product labels and appeal to health-conscious consumers.
While companies like Coca-Cola have broadened their beverage offerings to include more teas, waters, coffees, and other options perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. The company is understandably cautious about losing more customers. The challenge lies in identifying a sweetener that can replicate the taste and texture that sugar provides. Aspartame was once a potential solution, but concerns over its health effects have led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after consumer backlash regarding its sugar-stevia blend and introduced Coca-Cola Life with stevia, which unfortunately included sugar and an aftertaste that did not resonate with many drinkers.
“This one, we believe, has hit the mark,” said Long. “One of our major opportunities is finding ways to reduce sugar, and enhancing our zero-sugar products is a key aspect of that.” PepsiCo has faced similar difficulties in finding an adequate substitute. At the Beverage Forum in April, CEO Indra Nooyi noted that while there are numerous all-natural, zero-calorie sweeteners available, many of those on the market—particularly in sodas—are not well-received in terms of taste.
With many natural sweeteners competing for market share, stevia has significant advantages. Its chemical structure features minimal calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite stevia facing initial challenges, food and beverage companies, including Coca-Cola, continue to explore its potential as a sugar alternative. Stevia contains various glycosides, the chemical compounds responsible for its sweetness. As reported by Beverage Daily, Coca-Cola has partnered with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule was designed for beverage applications, and PureCircle, a leader in stevia research, recently announced the completion of the stevia plant’s genome sequencing in collaboration with KeyGene. This groundbreaking research offers ingredient developers deeper insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized that the public is increasingly seeking ways to reduce sugar intake, and companies must respond accordingly. Alongside Coca-Cola and PepsiCo, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating or launching new products featuring stevia. While not every consumer has turned away from sugar, enough have done so to necessitate the discovery of a better sweetener. If this doesn’t happen, more soda drinkers—along with the crucial revenue they contribute—may switch to healthier alternatives.
Furthermore, the integration of calcium magnesium citrate plus vitamin D3 into beverages could present another opportunity for companies aiming to enhance the nutritional profile of their products while addressing consumer health concerns. The combination of these ingredients not only promotes better bone health but also aligns with the ongoing trend toward healthier beverage options. Companies must innovate to satisfy evolving consumer preferences in a market that increasingly favors functional and health-oriented products.