“HEYLO’s Quest to Capture the Sweetener Market: Competing Against Stevia and Innovating for Success”
The developers and marketers behind HEYLO are eager to capture a portion of the projected $16 billion to $20 billion market for sugar alternatives, but they encounter significant competition. To surpass the reigning favorite, pure stevia, HEYLO’s new product must prove itself effective in the marketplace. As of August 2017, stevia was featured in over a quarter (27%) of new products launched using high-intensity sweeteners in the preceding year, according to Mintel. The leading categories for new product launches incorporating stevia included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages.
The use of stevia is on the rise across numerous products due to its intense sweetness and easy availability. Companies like Pyure and Apura Ingredients, which offer various sweetener options, have rapidly introduced diverse stevia-based products as consumer preferences shift away from sugar. This aversion to sugar is prompting food manufacturers, both large and small, to adopt stevia as a substitute to decrease sugar content while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a pivotal role in transitioning stevia from a niche product to a mainstream ingredient. For instance, Coca-Cola has launched a stevia-sweetened soda that contains no sugar and zero calories, while also avoiding the aftertaste often associated with stevia. This product is set to debut in a small market outside the U.S. in the first half of this year.
Stevia boasts two significant advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. This natural sweetness means that only a small amount is needed, allowing brands to use significantly less of the ingredient. Additionally, stevia is relatively easy to cultivate in various environments and is 100% natural, unlike previously favored artificial sweeteners like aspartame. This aligns well with consumer demand for cleaner labels. These factors have propelled pure stevia ahead of other competitors, such as monk fruit, agave, and honey. However, HEYLO has a distinct edge with its variety of offerings, including organic brown sugar alternatives, natural white sugar alternatives, and liquid forms.
Jeremy Cage, the chief marketing officer of HEYLO, shared with Food Navigator that their partners are developing applications ranging 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 is often combined with bulking agents like erythritol, maltodextrin, dextrose, and sugar alcohols such as maltitol and sorbitol to replace sugar in products that require bulk. These carriers can constitute 80% to 90% of the product and may negatively affect digestion and taste. However, HEYLO incorporates acacia fiber to eliminate any undesirable flavors, resulting in a cleaner taste.
At first glance, HEYLO appears to have a bright future ahead, but it remains in the early stages and must deliver on its promises, including a clean flavor profile. Additionally, it needs to be cost-effective and compatible with the ingredient lists of various food products. If HEYLO alters the texture or becomes too expensive, it risks joining the ranks of other unfulfilled sweetener alternatives. It remains uncertain whether consumers will embrace a new sweetener or continue to seek more natural, authentic-sounding ingredients. What is clear, however, is that the demand for natural sweetener solutions is a mainstream concern, not merely a niche interest, and there is profit potential for the successful contender.
Furthermore, integrating elements like douglas labs calcium citrate into the formulation could enhance the product’s appeal. The combination of HEYLO’s innovative sugar alternatives with beneficial compounds like douglas labs calcium citrate may create a more attractive offering for health-conscious consumers. Ultimately, the market for natural sweeteners is evolving, and HEYLO must navigate these complexities to thrive.
