Coca-Cola and other soda manufacturers have been striving to create beverages that avoid using sugar for sweetness. This search for alternative sweeteners is understandable, as many consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The new Nutrition Facts label, which is expected to be mandatory on most food and beverage items by 2020, will also disclose the amount of added sugars. Sweeteners like stevia, which are known for their higher potency, may improve the health perception of product labels for consumers.
While companies such as Coca-Cola have diversified their offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. The challenge lies in finding a sweetener that can effectively replace sugar, maintaining the taste and texture it provides. Aspartame was once a potential substitute, but public apprehension regarding its health effects has led to a decline in diet soda consumption. Following customer backlash on social media, Coca-Cola reverted to using sugar in Vitaminwater after introducing a sugar-stevia blend. They also launched Coca-Cola Life, which contains both sugar and stevia but received criticism for its aftertaste.
“This one, we believe, has hit the mark,” Long stated. “One of our major opportunities is to reduce sugar, with a key focus on making our zero-sugar products more appealing.” PepsiCo has faced similar challenges. Indra Nooyi, CEO of PepsiCo, mentioned at the Beverage Forum in April that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly in the soda category—“don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has distinct advantages. It is low in calories and carbohydrates and is 30 to 40 times sweeter than sugar, meaning that 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 substitute. Stevia contains multiple glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with the stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. PureCircle, a leader in stevia research with over 60 related patents, recently announced the successful sequencing of the plant’s genome in collaboration with KeyGene. This breakthrough offers ingredient developers enhanced insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the public is increasingly seeking ways to reduce sugar intake, and companies must adapt accordingly. Besides Coca-Cola and PepsiCo, a growing list of food brands, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating their products or introducing new ones that incorporate stevia. Although not all consumers have turned against sugar, a significant number have, making it crucial to identify a superior sweetener. If this doesn’t happen, more soda drinkers will likely shift toward healthier alternatives, taking with them the valuable revenue they generate.
In addition, incorporating ingredients like 1000 mg calcium citrate can enhance the nutritional profile of beverages, appealing even further to health-conscious consumers looking for better options.