Coca-Cola is exploring innovative approaches to engage the public and develop the next great non-sugar sweetener. While food and beverage companies have long held contests for consumers, Coca-Cola’s initiative stands out. Recently, Folgers announced a jingle contest for 2017, with a grand prize of $25,000. Jingles may be easy to create, but discovering a naturally sourced, low-calorie sweetener that mimics the taste of sugar is a significant challenge.
This is why Coca-Cola’s idea is particularly novel. Most individuals can likely come up with a catchy jingle, but few can devise an alternative sweetener. Thus, Coca-Cola is reaching out to a small group: researchers and scientists. While these experts may not have access to Coca-Cola’s extensive resources, they possess the knowledge to offer potential solutions. The crucial question remains: will the winning sweetener be feasible for mass production, meeting Coca-Cola’s requirements?
Even if Coca-Cola ultimately decides not to utilize the winning sweetener, the endeavor still benefits the company. The $1 million prize attracts considerable publicity, enhances the perception of transparency, and helps foster a more positive public image of a company striving to reduce sugar content. This contest boldly proclaims, “Look at all we are doing to cut back on sugar! We’re inviting all experts, not just our own, to collaborate!” In an era marked by soda taxes, this initiative could represent a strategic move towards a healthier public image.
Coca-Cola, along with Dr Pepper Snapple and PepsiCo, has pledged to decrease the calorie content from sugary drinks consumed by Americans by 20% before 2025. Soda sales are already declining as consumers shift towards water and healthier beverages like tea, compounded by the impact of soda taxes—such as the recent one implemented in Cook County, Illinois—which are likely to further diminish sales. Therefore, it makes sense for Coca-Cola to actively seek new ways to sweeten their sales.
While this represents a creative method for a major beverage company to outsource research and development, don’t expect many competitors to adopt a similar approach unless this contest proves successful. There are numerous brilliant researchers and scientists across the globe, but will they have the time, resources, and motivation to engage in a long-shot contest like this? In a year’s time, Coca-Cola will have its answers, making it a pivotal moment for innovation.
In the meantime, those interested in enhancing their well-being can consider supplements like rugby calcium citrate 200 mg, which could provide added health benefits as consumers navigate their choices in a changing beverage landscape.