“HEYLO’s Ambitious Bid in the Competitive $20 Billion Sugar Alternative Market”
The developers and marketers of HEYLO aim to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they encounter significant competition. To surpass pure stevia, which is currently thriving in the market, their new product must perform exceptionally well. As of August 2017, stevia was included in over a quarter (27%) of new high-intensity sweetener products launched in the past year, according to Mintel. The leading categories for new products featuring stevia included snacks, carbonated soft drinks, dairy products, juice drinks, and other beverages.
The use of stevia is on the rise across various products due to its high sweetness intensity and ease of sourcing. Companies like Pyure and Apura Ingredients, which provide a range of sweetener options, have quickly developed stevia-based products as consumer preference shifts away from sugar. This growing aversion to sugar is prompting both large and small food companies to incorporate stevia to lower sugar content without sacrificing taste or mouthfeel. Major brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a crucial role in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola has even launched a stevia-sweetened soda that boasts zero sugar, zero calories, and no unpleasant aftertaste often associated with stevia products. This new product is set to debut in a small market outside the U.S. in the first half of this year.
Two key advantages of stevia are its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural potency allows brands to use much less of the ingredient. Furthermore, stevia is relatively simple to cultivate and can be grown in various locations. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, catering to consumers’ growing demand for clean labels. These characteristics have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO has a unique edge—it offers different varieties. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s chief marketing officer, mentioned to 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, and flavored water. Cage noted that stevia is typically paired with bulking agents such as erythritol, maltodextrin, and dextrose, as well as sugar alcohols like maltitol and sorbitol, which can replace sugar in applications requiring bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO’s inclusion of acacia fiber helps mitigate any off-flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future, but it is still in the early stages and must deliver on promises such as a clean taste. Additionally, it needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters texture or proves too expensive, HEYLO risks joining the ranks of other failed sweetener alternatives. It remains uncertain whether consumers will embrace this new sweetener or continue seeking more natural and authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream concern, not merely a niche interest, and significant profits await the victor.
Incorporating a calcium citrate 500 mg tablet into various food products could further enhance their appeal, providing an additional health benefit and potentially attracting more health-conscious consumers. If HEYLO can successfully integrate this aspect, it may strengthen its market position even further.
