Coca-Cola and other soda manufacturers have been striving to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners comes as no surprise, as more consumers are moving away from soda due to its high sugar content and its association with health issues like obesity. The introduction of the new Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugar in each item. Higher-potency sweeteners such as stevia could enhance product labels, making them appear more appealing for health-conscious consumers.
While companies like Coca-Cola have diversified their beverage offerings to include more teas, waters, coffees, and other options perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. They are hesitant to lose more consumers. The main challenge lies in finding a sweetener that effectively replaces sugar while maintaining the taste and texture it provides. Aspartame was once a potential solution, but consumer concerns regarding the health effects of this artificial ingredient have led to a decline in diet soda consumption. After facing backlash on social media regarding its new sugar-stevia blend in Vitaminwater, Coca-Cola reverted to using sugar. The company also launched Coca-Cola Life with stevia, which still included sugar and was criticized for an unpleasant aftertaste.
“This one, we believe, has hit the mark,” said Long. “One of our significant opportunities is figuring out how to reduce sugar, and a key strategy is to make our zero-sugar products more appealing.” PepsiCo has encountered similar difficulties in finding a suitable sugar replacement. At a Beverage Forum in April, CEO Indra Nooyi noted that while there are many all-natural, zero-calorie sweeteners available, most current soda products “don’t taste that great.”
With numerous natural sweeteners competing for market share, stevia has several advantages. It contains few calories and no carbohydrates, making it an attractive option. Additionally, it is 30 to 40 times sweeter than sugar, meaning only a small quantity is needed. Despite initial challenges, food and beverage companies, including Coca-Cola, are determined to explore stevia as a sugar substitute. Stevia contains various glycosides—the chemical compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia supplier PureCircle to develop and supply its patented Rebaudioside M glycoside, also known as Reb M. This molecule, designed for beverage use, has emerged from PureCircle’s extensive research, as the company holds over 60 stevia-related patents and recently completed sequencing the stevia plant’s genome with KeyGene. This advancement offers ingredient developers a more profound understanding of stevia’s glycosides and their optimal uses.
Coca-Cola executives emphasized that consumers are increasingly seeking ways to reduce sugar intake, and it is essential for companies to adapt 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 with stevia. While not all consumers have turned away from sugar, enough have done so that finding a better sweetener is crucial. If this challenge is not addressed, more soda drinkers—and the vital revenue they generate—will shift to healthier beverage options.
In this context, the question arises: is calcium citrate the best alternative for those looking to reduce sugar intake? As the market evolves, the search for effective sweeteners and alternatives continues, with companies keen to discover solutions that meet consumer demands while ensuring taste and quality.