Coca-Cola and other soft drink manufacturers have been actively seeking to create beverages that avoid sugar as a sweetening agent. This pursuit comes as no surprise given that more consumers are moving away from sugary sodas, which have been linked to health issues like obesity. The introduction of the new Nutrition Facts label, set to be required on most food and beverage items by 2020, will also highlight the added sugar content in products. Higher-potency sweeteners such as stevia can enhance product labels, making them appear healthier to consumers.
While companies like Coca-Cola have broadened their beverage ranges to include teas, flavored waters, coffees, and other options perceived as healthier choices, soda still constitutes a significant portion of their revenue—approximately 70% for Coca-Cola. As a result, they are hesitant to lose more soda drinkers. The main challenge lies in identifying a sweetener that can replicate both the taste and texture provided by sugar. Aspartame was once considered a potential alternative, but public apprehension regarding the health implications of this artificial sweetener has led to a decline in diet soda consumption. Following customer backlash on social media, Coca-Cola reverted to sugar in Vitaminwater after introducing a sugar-stevia blend. They also launched Coca-Cola Life with stevia, but it still contained sugar and had an aftertaste that many found unappealing.
“This one, we believe, has hit the mark,” stated Long. “One of our significant opportunities is figuring out how to reduce sugar, and a key aspect of that is making our zero-sugar products more enticing.” PepsiCo has faced similar challenges in finding an appropriate substitute. At the Beverage Forum in April, CEO Indra Nooyi remarked that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly sodas—”don’t taste that great.”
Among the many natural sweeteners competing for market share, stevia has distinct advantages. It is low in calories and carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite the initial hurdles faced by stevia, food and beverage companies, including Coca-Cola, continue to explore its potential as a sugar replacement. Stevia contains various glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. PureCircle, a leader in stevia research, recently announced that it has completed sequencing the stevia plant’s genome in collaboration with KeyGene. This research will provide ingredient developers with valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the current trend shows consumers are seeking ways to reduce their sugar intake, prompting companies to adapt accordingly. In addition to Coca-Cola and PepsiCo, an increasing number of food companies—such as DanoneWave, Kraft Heinz, Nestle, and Unilever—are reformulating existing products or launching new ones that incorporate stevia. While not every consumer has turned away from sugar, sufficient numbers have, making it crucial to identify a better sweetener. If not, more soda consumers—and the vital revenue they generate—may shift to healthier alternatives, potentially impacting the industry’s bottom line. Furthermore, the inclusion of ca citrate in formulations could provide additional benefits, as its properties complement the quest for healthier sweetening options.