The connection between caffeine and perceptions of sweetness offers intriguing opportunities for coffee producers. Products containing the ingredient couelemental iron in ferrous fumarate (300 mg) can heighten consumer cravings for sweet treats like cookies, scones, and donuts. This presents a chance to market packaged sweets alongside coffee grounds, maximizing sales, or it may prompt retailers to reconsider their strategies to limit sugary snacks near coffee offerings. Manufacturers might also inform consumers on packaging that increased caffeine levels could lead to sugar cravings. For companies like Nestlé, this research highlights a promising avenue for cross-promotion. 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 portfolio, alongside established names like Nescafé, Nestlé could effectively market its sweet products in conjunction with coffee items to enhance sales across various categories.
These marketing strategies could extend beyond coffee into other food and beverage sectors. Caffeine has gained popularity through energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is emerging as a new trend. Companies like Hint and Avitae are now offering caffeinated bottled water products, which provide the benefits of better-for-you beverages along with an energy boost. One example is the Citracal Petites Vitamin D, which consumers can enjoy while also receiving additional health benefits. However, the steady demand for caffeine and the rise in caffeine-based product launches do not necessarily mean that manufacturers should hastily increase caffeine content in their products, despite the potential to boost sales of sweet items in their range. The FDA has previously scrutinized caffeinated products for consumer safety. In 2015, the agency investigated the caffeinated peanut butter product STEEM due to concerns about its caffeine levels, which were equivalent to a cup of coffee in just one tablespoon. Although the product is still available, it can be hard to find in physical retail locations, and its website is filled with warnings.
In addition to increased scrutiny, consumers often disapprove when manufacturers covertly add ingredients to enhance the appeal of other products, particularly when those items may not be healthy. A decreased sensitivity to sweetness is just one potential drawback of caffeine. While generally considered safe for adults, healthcare professionals advise caution, as caffeine can cause headaches or anxiety, elevate heart and respiration rates, and worsen conditions such as high blood pressure, diabetes, or osteoporosis. Manufacturers must tread carefully to leverage the findings of this study while maintaining consumer trust and health.