Natural sweeteners to help manufacturers ignite beverage hotspots (I)

The
79 %
share of a food or beverage sounds impressive, even if it's just a niche market for natural soft drinks. One might recall
a similar pattern
the craft beer market in 1986.

2014,
Zevia LLC
, from
Culver
, California, had a
79% share of the
beverage market. The rise of sugar-free drinks

7 years, and the company believes the sector will continue to grow.Paddy Spence


CEO of Zevia
,

that there is a very meaningful difference between these drinks and soda and any other beverage. For most other beverages, consumers don't care about the calorie content because they think they're also nutritious. But for sodas, consumers' per capita intake is now down
20 percent from
.According to market analysts, sugar-free beverages account for about
25 percent of the
market for soft drinks, but concerns about artificial sweeteners aren't as easy to think about as they used to be, and even the best-selling sugar-free drinks are falling in the U.S. It also provides
opportunity for
zevia and its competitors.stevia, rohango and erythyl glycol are still quite unfamiliar in soft drinks. Stevia was approved as a food ingredient

(usually considered safe
in
2008. These sweeteners can be used alone or in a mixture, and they can be made to taste like sugar-free cola without containing a hint of asparta sweetener or other artificial non-nutritional sweeteners. In addition to soft drinks, stevia can also be used in other beverages (if juice or flavored milk), resulting in a significant decrease in sugar content
25%-50%
.

Zevia
, launched in
, 2007, sold about 17 million listeners in the second quarter of2013, mainly through
15,000
retail outlets. Much of its success is due to its elaborate modulation of stevia, rohan fruit and erythyl glycol, which
Spence
says achieves the most appropriate sweetness and flavor.drink formulaters will have plenty of options to reduce sugar content, but it's important to get the sweetness and flavor that consumers love.stevia
vs
stevia belongsgenus sunflower and originated in Paraguay. Its
was
about 100 years ago (or earlier) more than 100 years ago.can isolate some glycosides from stevia, of which
reb-A
) is currently the most popular. It's about 200 times
sugar
and contains no calories.until recently, stevia and its derivatives were sold only as dietary supplements in the United States. Some sweetener vested interests, such as Cargion and its partners Coca-Cola,
Pure Circle
and PepsiCo, have submitted safety studies on
reb-A
and their
applications to
FED
A
.
FDA
recognized
gras
in
2008
2008.
reb-A
has not developed rapidly due to problems in terms of formulation and aftertaste, but stevia is gradually having an important impact on beverage formulations.as the original applicant,
Wayzata
,
Minn
and Cargies are leading the table product market, and
Truvia
also has some stevia blend technology for other processors.
ViaTech
Stevia
, which seeks pure sweetness and lower sugar content, is a cargy solution."
beverage products are continuing to innovate in an effort to create products with lower sugar content and better taste that consumers want , cargy sweetener application manager
Melanie Goulson
said, and
"
had to use higher amounts of stevia to meet these goals, which could lead to side effects such as bitter taste.
” “
Because
the bitter taste
reb-A, many products mixed with high concentrations of
reb-A
must be equipped with other sweeteners or masking agents.
"
Amy Lauer, marketing
manager at
Tate and Lyle
in Hoffman
, Illinois said. According to a survey by the company,
83%
consumers are sensitive
the bitter taste
reb-A. Tate and Lyle
, a relatively late start-up in stevia applications, uses stevia in

its brand,
Tasteva. But the company is a big promoter of Rohango, another beverage sweetener. , of course, not all natural soft drinks must be zero calories. BioVittoria LLC
earn
ed
GRAS
certification as a sweetener for Rohango in january

2010 and signed an exclusive cooperation agreement with
Tate and Lyle
a year later.
Tate and Lyle
has released its industrial product
Purefruit
and recently supplied it to a Johnson and Johnson subsidiary called
McNeil
LLC
Rohango
bioVittoria, and
Nectresse
, a home
/
table sweetener, are making their way across the United States. Blue California
,
From
Rancho Santa Margarita
, California, has chosen the opposite path over time. The company has long been a fan of stevia, and in

it launched the
Good-Sweet
(
99%
Purity
reb-A
). But back
in
2012,
BlueSweet
Rohan fruit extract was launched, and the product has great potential.
Cecilia McCollum
, executive vice president of the company, said
"BlueSweet
Rohan fruit extract is indeed a good product with different properties from stevia
"
.