May 30, 2024 – With consumers increasingly demanding products that offer “healthy indulgence,” sugar reduction in today’s beverages is a common threefold challenge of achieving deep cuts in sugar content, replicating sugar’s delicious taste, plus all the while maintaining a clean “natural” product label. Today marks a new horizon for natural beverage sweeteners as HOWTIAN proudly introduces SoPure™ Andromeda. Andromeda, part of HOWTIAN’s industry-leading SoPure™ family of stevia products, is a range of proprietary stevia blends uniquely designed and optimized for a wide range of beverage applications.
“As a natural sweetening solution that offers superior taste performance and significant cost savings over sugar, HOWTIAN’s SoPure Andromeda unlocks new opportunities in sugar reduction for the beverage industry.”
Tom fuzer, vp of market strategy
Following an extensive study at HOWTIAN’s Shanghai Application Technology & Innovation Centre, Andromeda blends have demonstrated exceptional capabilities in enhancing a variety of beverages, far surpassing the performance of conventional Reb A stevia extracts. The unique blends of steviol glycosides have been meticulously formulated to deliver superior overall taste at a cost-effective price, even in beverage applications looking to achieve high levels of sugar reduction and replacement.
Industry efforts to increase the levels and accelerate the pace of sugar reduction in beverages come hardly as a surprise. A National Health and Nutrition Examination Survey found that sugar-sweetened beverages are the #1 source of excess sugar consumption globally. “This places the beverage category squarely as a target for sugar reduction initiatives and regulatory actions like sugar taxes. In addition, rapidly rising sugar prices paired with declining global production of sugar have pressured beverage manufacturers to seek more cost-effective sweetening solutions,” notes Fuzer.
In spite of this, there remain significant hurdles for many beverage companies when it comes to reformulating and sweetening their products with alternatives. Sugar provides a rich, unadulterated sweet taste, whereas sugar substitutes can sometimes produce a lingering, bitter aftertaste at higher concentrations. Beyond sweetness, other taste components of the beverage can also be affected, as well as the body, the smoothness and the overall mouthfeel. Many sugar replacements can lead to an imbalance between sweetness and acidity, or in some cases sourness, in the product.
To help overcome these challenges, SoPure™ Andromeda products have been tailored to deliver a sweetening solution for beverages that exceeds the taste and sensory performance of conventional stevia and other sugar alternatives:
Superior overall taste performance vs the most popular form of Reb A stevia in beverage applications
Faster onset of sweetness and minimized after-taste
Significantly enhanced fresh fruit flavour
Neutralized bitterness and metallic off-notes
100% natural, plant-based, and clean label sugar alternative
SoPure™ Andromeda products are fully natural stevia-based sweetener blends, ideal for formulating clean label beverage products. According to Innova Market Insights, consumers around the world perceive stevia as the “most natural” sugar alternative by far, beating out alternatives including sucralose, aspartame, erythritol, allulose and more.
SoPure™ Andromeda addresses both crucial taste and cost concerns that beverage manufacturers face today. Andromeda provides up to 64% in cost savings on sweetener components compared to traditional sugar. This makes it not only a healthier choice but also an economically attractive one for beverage companies operating in an increasingly cost-conscious market.
With a global rise in health awareness, sugar taxes, and the high cost of sugar, this announcement from HOWTIAN arrives at a critical time to meet industry and consumer needs for superior, cost-effective sugar reduction. The company remains committed to partnering with manufacturing customers to develop ingredient solutions that help meet regulatory standards and consumer preferences without sacrificing quality or profitability.
Beverage companies find themselves having to evolve as consumer health concerns and regulations reshape the industry
Health, natural ingredients, and reduced sugar content are no longer niche trends, but instead they now represent mainstream demands. This has prompted a wave of innovation across the industry, with beverage manufacturers working to actively reformulate products and to meet these shifting expectations.
Brands Respond with New Product Development and Launches
Pepsi in the UK recently announced the launch of its limited-edition Electric Blue, a new citrus-flavored, zero-sugar blue cola. The product was designed to cater to younger consumers while tapping into the current popularity of fruit flavors and sugar reduction. Pepsi’s product development approach behind Electric Blue exemplifies the broader industry’s growth opportunities in today’s flavored cola market.
Pepsi set to super-charge soft drinks with bold Electric blue cola
Public Health and Regulatory Pressures
The impetus for this shift goes beyond consumer preferences. According to the National Health and Nutrition Examination Survey (NHANES) in the US, sweetened beverages comprise the top dietary source of added sugars. For low-income and minority populations in particular, as much as 50% of excess calories are consumed from sugary drinks. Recognizing this, the World Health Organization advocates for global action to curb sugar-sweetened beverage consumption. Additionally, countries are implementing sugar taxes to regulate sugar intake.
As a result, the industry is accelerating its efforts to reduce sugar. According to Innova Market Insights, nearly 20% of global beverage launches between 2018 and 2023 boast sugar reduction claims. Juices, dairy alternatives, carbonates, and iced tea are the most active segments in this space.
Vita Lemon Tea’s Cautionary Tale
The case of Vita Lemon Tea in China highlights the challenges associated with reformulation. While the brand aimed to attract new consumers with a “head-to-toe” transformation, including new packaging and a zero-sugar, zero-fat, zero-calorie formula, the new formula received negative feedback from consumers attached to the traditional taste of a product they had known and loved for so long. For many of the brand’s consumers, they especially questioned why Vita Lemon Tea would replace its formula with one containing the use of artificial sweeteners.
Vita Lemon Tea’s new zero-sugar formula led to some of their fans questioning the use of artificial sweeteners
Consumers Demand Clean Labels and Natural Sweeteners
This story of Vita Lemon and others underscore the importance of natural ingredients alongside sugar reduction. Consumers are increasingly wary of artificial sweeteners, favoring plant-based alternatives like stevia. Innova’s Health & Nutrition Survey in 2023 confirms this trend, with stevia being the most accepted sugar substitute.
Source: Innova Health & Nutrition Survey 2023
Finding the Perfect Balance with Stevia
The rise of stevia reflects consumer preferences for healthy, natural, and flavorful beverages. Beverage launches utilizing stevia are increasing annually, with iced tea, carbonates, and fruit/flavored drinks leading the way.
While stevia holds promise, it’s not a one-size-fits-all solution. Tapping into the full range of glycosides as well as complementary sweeteners is essential. It’s why Tom Fuzer, Vice President of Market Strategy at HOWTIAN, emphasizes that the company’s “comprehensive range of natural sweetening solutions is essential in our being able to offer superior taste performance and significant cost savings over sugar.”.
The beverage industry is undergoing a significant transformation driven by consumer demand for healthier, natural, and lower-sugar options. Ingredient manufacturers are paving the way with innovative solutions, while beverage brands are actively reformulating products. Finding the right balance between sugar reduction, natural ingredients, and taste remains an ongoing challenge, but stevia is poised to be the natural sweetener of choice to meet these demands.
February 12, 2024 – In a significant milestone for its ongoing commitment to sustainability, HOWTIAN has completed a comprehensive Life Cycle Assessment of its key stevia product lines. The study was conducted by the renowned Switzerland-based Société Générale de Surveillance (SGS), the world’s leading inspection, verification, testing and certification company, and examined key measures of environmental impact including carbon and water footprint. By achieving results that are vastly superior than the performance of conventional sugar, the assessment demonstrates HOWTIAN’s commitment to be a leader of environmental sustainability among manufacturers of natural sweeteners.
In response to consumer demand in recent years, the Fast-Moving Consumer Goods (FMCG) sector has made significant strides in adopting more stringent standards of sustainability, with impacts felt especially in the selection and sourcing process of ingredients for food & beverage products. Recognizing this trend, ingredient manufacturers – with the stevia sector being no exception – have been proactive in assessing their products’ environmental impact.
Tom Fuzer, VP of Market Strategy at HOWTIAN, states, “With the CO2 footprint of stevia typically less than a quarter than that of sugar, stevia producers have been eager to raise industry awareness that the popular plant-based sweetener is one of the most environmentally friendly solutions available.” To further advance these efforts for the industry, HOWTIAN undertook an extensive Life Cycle Assessment of its high purity Rebaudioside A 97 stevia — one of the most prevalent forms of extract sold by stevia producers.
The assessment revealed that HOWTIAN’s high purity Reb A outperforms traditional sugar in sustainability metrics while helping to establish and progress industry standards for key environmental performance indicators. For the basis of its analysis, SGS determined what the environmental footprint would be from producing and processing HOWTIAN’s Reb A 97 in order to generate the equivalent sweetness of 1 metric ton of white sugar. When these results were compared to like-for-like metrics for cane sugar, the study found that HOWTIAN achieved:
78% reduction in CO2 emissions compared to cane sugar
77% reduction in water usage
94% reduction in agricultural land usage
“We are delighted with the outstanding results of our sustainability efforts. They are a testament to the success of our dedicated Sustainability Program, a program we started in 2017 to develop high-yielding plant variants and invest in energy and water-efficient extraction technologies. This only further strengthens our ambition to set and continuously improve the marketplace standard in sustainability for stevia and the broader sweetener industry.”
Tom fuzer, vp of market strategy
This historic achievement aligns with HOWTIAN’s global efforts to reduce environmental impact and showcases the company’s role in helping to lead these initiatives for food and beverage manufacturers everywhere.
News out of Colombia is shedding light on a sugar-reduction movement already in motion
The global landscape of food consumption is undergoing a significant shift with the introduction of sugar taxes in over 120 countries. These initiatives are primarily aimed at guiding consumers towards healthier lifestyle choices by reducing the intake of sugar-laden foods and beverages. Countries like Colombia and the United States have championed these taxes, which not only raise public awareness about sugar content but also contribute to improving public health.
Colombia’s Bold Step
In a recent development, the Colombian government announced the implementation of a 10% tax on sugary drinks and junk foods, effective November 1st, 2023. This tax will escalate to 15% in 2024 and 20% in 2025. The tax applies to products like: carbonated drinks, malt drinks, tea, coffee, fruit juices, energy drinks, sports drinks, and food items containing sodium, including sausages, candies, chocolate, pasta, cereals, bakery products, and sauces. The tax amount varies based on ingredient content, with different levels corresponding to different tax standards.
United States’ Sugar Tax Trend
Around 30 states in the United States have enacted laws to tax sugar-sweetened beverages (SSBs). Berkeley, California, was the first city to impose such a tax in 2015, followed by several others, including San Francisco, Oakland, Colorado, Seattle, and Philadelphia.
Studies have shown that these taxes effectively reduce SSB consumption. Further research from the University of Illinois Chicago suggests that Seattle’s SSB tax, implemented in 2018, has successfully reduced sales from sugar-taxed beverages by 23%, highlighting the sustainability of such policies.
“There is a significant dose–response relationship between the size of the tax and the amount of impact. A broad-based tax of 1 cent per ounce or more is associated with greater degrees of purchasing reduction in the beverage categories targeted by public health advocates, i.e., soft drinks and fruit drinks, while at the same time incentivizing the purchase of bottled water as a substitute.”
The study also found that the tax had few income-related effects detected – thus, validating that sugar taxes reduce the sugar consumption of the American people as a whole, rather than just those unable to afford the increased prices.
Beverage Industry’s Response
In anticipation of sugar taxes, beverage companies worldwide have been reformulating their products to reduce sugar content. This shift towards “sugar reduction” and “sugar-free” options is driven by the consensus that reducing sugar intake is synonymous with health — in addition to following the World Health Organization (WHO) recommendation that added sugar be less than 10% of daily total caloric intake, and additional health benefits may be attained if further reduced to 5%.
Natural Sweeteners’ Role
In the quest to reduce sugar, natural sweeteners and sugar substitutes have gained popularity. Coca-Cola, for example, launched its first beverage entirely sweetened with stevia in 2018. However, overcoming the inherent “post-bitterness” of stevia remains a challenge for manufacturers.
In addition, cost is a concern often raised when considering natural sweeteners. Despite the steadily improving and sometimes more favorable costs compared to sugar, natural sweeteners may be mistakenly perceived as an expensive, out-of-reach luxury.
Stevia Leading the Charge
Amidst the diverse market of natural sweeteners and sugar substitutes, stevia has emerged as a frontrunner in the movement towards healthier sweetening options. Other natural sweeteners like monk fruit extract and allulose have their share of the market as well, but stevia stands out in popularity due to its natural origin and perceived health benefits. Derived from the leaves of the stevia rebaudiana plant, stevia offers a zero-calorie sweetness that is up to 300 times sweeter than sugar. As such, it has been gaining traction among consumers seeking healthier lifestyles and among manufacturers looking for clean label ingredients.
Innovative companies have been pivotal in advancing stevia’s usage by overcoming challenges such as taste optimization and costs. For example, HOWTIAN has significantly improved the glycoside yield from natural stevia varieties, enhancing production processes and ensuring a stable supply of commercial stevia – all measures that have significantly reduced the cost of popular stevia extracts like Reb A over the years.
Its recent launch of the SoPure™ Galaxy line, a proprietary sweetener blend optimized for dairy products, exemplifies the industry’s commitment to creating cost-effective, high-quality, and tasteful sugar reduction solutions. This product line promises zero calories, no additives, high solubility, and a clean label, providing a taste experience as well as cost comparable to traditional sweeteners yet aligning with the global shift towards healthier and more sustainable diets.
Naturally Sweet Future Ahead
In the shifting landscape of global health awareness, sugar taxes have become a prevalent tool for policy makers around the world aiming to curb sugar consumption and encourage healthier choices. Their existence is not just widespread, but intensifying, signaling a clear direction towards greater ubiquity and stricter regulations.
This trend represents a profound alignment with evolving consumer demands and preferences. Today’s consumers are more informed and health-conscious, seeking products that offer both taste and nutritional benefit. By proactively embracing sugar alternatives and reformulation, companies are not just adhering to regulations but are also positioning themselves at the forefront of a consumer-driven shift.
For those who act swiftly and effectively in implementing sugar reduction initiatives, the future is indeed sweet. More forward-thinking manufacturers will be able to navigate the emerging landscape of health regulations while also appealing to shifting consumer tastes and purchase behaviors.
With sugar taxes here to stay, a successful approach to addressing such regulation isn’t so much about playing defense as it is about embracing this sweet revolution, and thriving in a future where health and taste go hand in hand.
[1] Colombia passes ambitious ‘junk food law’ to tackle lifestyle diseases (2023) The Guardian. [2] Debras, C., Chazelas, E., Srour, B., Druesne-Pecollo, N., Esseddik, Y., Edelenyi, F. S. de, Agaësse, C., Sa, A. D., Lutchia, R., Gigandet, S., Huybrechts, I., Julia, C., Kesse-Guyot, E., Allès, B., Andreeva, V. A., Galan, P., Hercberg, S., Deschasaux-Tanguy, M., & Touvier, M. (n.d.). Artificial sweeteners and cancer risk: Results from the NutriNet-Santé population-based cohort study. PLOS Medicine. [3] World Health Organization. (n.d.-a). Aspartame hazard and risk assessment results released. World Health Organization.
August 18, 2023 — In the newest issue of their magazine, the Baking & Snack editors interviewed HOWTIAN for insights and expertise on the rise of natural sweeteners in baked goods. Titled “A Natural Fit: Bakers Win Over Increasingly Health-Conscious Consumers With Natural Sweeteners,” the article looks at consumer demand for natural alternatives to sugar — and more so, the stigma that surrounds “artificial sugar substitutes” like aspartame, sucralose and saccharin.
In the article, our technical experts Hank Wang and Michelle Yin talk about all the different ways that natural sweeteners are taking off for baking, from the declining reputation of artificial sweeteners to our convenient “drop-in” sugar replacement solutions for baking. In working with a vast variety of baked goods manufacturing customers, it’s evident that the adoption of solutions like stevia for sugar reduction and reformulation is here to stay.
“Those who have engaged in sugar reduction efforts earlier than others recognize this not just as a shift in consumer tastes, but as an emerging business and marketplace opportunity,” stated Yin.
Leveraging our experience and track record of success, HOWTIAN provided insight on expert formulation techniques with stevia in the baking sector to combat challenges like early-onset sweetness, bulking and moisture retention.
“For example, stevia has a more delayed onset of sweetness compared to sugar, so you may consider complementing it with an alternative like allulose or erythritol which exhibits an earlier onset of sweetness,” Wang noted.
To read the full story in Baking & Snack‘s August issue, click here.
If you’re in need of a partner and solutions for reformulating baked good products and applications, HOWTIAN experts are available to help meet your challenges. We can assist in developing a customized strategy for your product(s) with cost-effective solutions and sustainable supply. Please contact us to learn more.
July 31, 2023 — HOWTIAN recently interviewed with the editors of FoodNavigator and ConfectioneryNews for their new “Sugar Reduction Special” series. The cross-outlet story from the sister publications is titled “Hail Stevia! The natural sweetener could be the perfect solution to ‘Sugarflation’ as well as a healthier option.” The article goes in depth on how stevia, at a time when global sugar prices are rapidly on the rise, is becoming a cost-effective solution for food & beverage manufacturers, in addition to its natural sugar reduction benefits.
“Prices for Reb A have come down this year. Higher sugar prices along with lower stevia prices is a great enticement for CPG’s to partially replace sugar with Reb A. For example in many beverages, it is fairly easy to replace about 50% of sugar with Reb A and save a significant amount of the sugar spend without affecting quality.”
Wang’s formulation expertise on stevia and other natural sweeteners for confectionery applications is also featured throughout the article.
With soaring sugar costs remaining top of mind for many in the industry, the article was sure to gain interest and quickly made its way to the “front page” of both publications’digital platforms. This included the lead homepage story for ConfectioneryNews in addition to topping the ranks of the “Most Popular” stories for FoodNavigator.
To read the full story at ConfectioneryNews, visit here. Or to see the article at FoodNavigator, click here.
