The developers and marketers of HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass the current market leader, pure stevia, which is experiencing considerable success, HEYLO’s new product must deliver impressive results. As of August 2017, stevia was a component in over a quarter (27%) of new product launches featuring high-intensity sweeteners in the past year, according to Mintel. The primary categories for these new products included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The use of stevia is on the rise across various products due to its intense sweetness and easy sourcing. Companies like Pyure and Apura Ingredients, which supply a range of sweetener options, have been quick to introduce different stevia-based products as sugar’s popularity declines among consumers. This shift away from sugar has motivated food companies, both large and small, to incorporate stevia 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 significant role in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has launched a stevia-sweetened soda that boasts zero sugar, zero calories, and avoids the aftertaste often associated with products containing stevia. This new soda will be rolled out in a limited market outside the U.S. during the first half of this year.
Stevia’s key advantages include being 30 to 40 times sweeter than sugar and having zero calories, allowing brands to use much less of it. Additionally, stevia is relatively easy to cultivate and can be grown in various environments. Unlike previously favored artificial sweeteners, such as aspartame, stevia is entirely natural, catering to consumer demand for clean labels. These qualities have positioned pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO holds a unique advantage by offering different varieties of its product, including organic brown sugar alternatives, natural white sugar alternatives, and liquid forms.
Jeremy Cage, HEYLO’s chief marketing officer, shared with Food Navigator that the company’s partners are developing applications ranging from ketchup to 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 usually contains bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol, which can replace sugar in applications needing bulk. These carriers account for 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO’s inclusion of acacia fiber helps to mitigate any undesirable flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it is still in the early stages and must fulfill various commitments, such as offering a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters the texture or becomes prohibitively expensive, HEYLO could end up like many other promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace this new sweetener or continue to seek out more natural and authentically-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is now a mainstream concern, and there is substantial financial opportunity for those who succeed.
Incorporating elements such as Kirkland citrate magnesium and zinc, HEYLO also aims to enhance its health profile, potentially attracting health-conscious consumers looking for alternatives that support their wellness goals alongside natural sweetness. As the market evolves, the integration of such ingredients could further bolster HEYLO’s appeal and position within the competitive landscape.