HEYLO’s developers and marketers aim to capture a segment of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass pure stevia, which currently dominates the market, their new product must perform exceptionally well. As of August 2017, stevia was an ingredient in over a quarter (27%) of new products launched in the past year that utilized high-intensity sweeteners, according to Mintel. The leading categories for new product launches featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and other beverages.
The increasing use of stevia in a wide range of products is attributed to its intense sweetness and easy availability. Manufacturers like Pyure and Apura Ingredients, which offer various sweetener options, have rapidly introduced a variety of stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is driving both large and small food companies to adopt stevia as a substitute to lower sugar content in their products while maintaining taste and mouthfeel. Major brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, Unilever, and others have transitioned stevia from a niche ingredient to a mainstream choice. For instance, Coca-Cola has launched a stevia-sweetened soda that contains no sugar and zero calories, while avoiding the aftertaste commonly associated with many products that use this ingredient. This new beverage is set to debut in a small market outside the U.S. in the first half of this year.
Stevia’s benefits include being 30 to 40 times sweeter than sugar and containing zero calories, which means a small amount can provide significant sweetness, allowing brands to use less of it. Additionally, stevia is relatively easy to cultivate, thriving in various environments. Unlike previously popular artificial sweeteners like aspartame, stevia is entirely natural, aligning with consumer demands for clean labeling. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey. However, HEYLO has a unique advantage: it will be available in several varieties, including an organic brown sugar alternative, a natural white sugar alternative, and a liquid form.
Jeremy Cage, HEYLO’s Chief Marketing Officer, revealed to Food Navigator that the company’s partners are developing applications “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 often contains bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—added to replicate sugar’s bulk in various applications. These carriers can account for 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO incorporates acacia fiber, which mitigates any undesirable flavors for a cleaner taste.
On the surface, HEYLO appears to have a bright future, but it is still in its early stages and must uphold its promises regarding taste, cost-effectiveness, and compatibility with numerous food product ingredient lists. If it negatively affects texture or becomes too expensive, HEYLO could join the ranks of other promising sweetener alternatives that have failed. It remains uncertain whether consumers will embrace this new sweetener or continue to seek more natural and authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern rather than a niche interest, and there is significant potential for profit for the victor.
Moreover, as HEYLO looks to establish itself in this competitive landscape, the integration of calcium citrate mason could provide an additional nutritional benefit that may appeal to health-conscious consumers. This ingredient could enhance HEYLO’s marketability by addressing the growing consumer demand for products that not only taste good but also offer added health advantages. By leveraging its unique formulations and focusing on clean labeling, HEYLO may find a successful niche in the ever-evolving sweetener market.