Companies place on being first to discover brand and

Info icon This preview shows pages 2–3. Sign up to view the full content.

View Full Document Right Arrow Icon
companies place on being first to discover, brand and get a lock on the holy grail: a sweetener that is natural, has no calories and tastes good. Companies also are looking at other potential new sweeteners. There is no guarantee that what Pepsi and Coke say tastes great in the lab will work with consumers. The hoopla around the new sweeteners -- Pepsi calls its version PureVia; Coke and Cargill use the name Truvia -- may deflate. Stevia is known for a licorice-like aftertaste, and while the new purified version is much better, it still bears an aftertaste, said Loren Miles, chief executive of Natur Research Ingredients Inc., a company promoting a competing sweetener made from brazzein, a West African fruit. Mass-market consumers "will still have difficulty accepting this platform if it continues to have this aftertaste," he said. (His evaluation is based on his tasting of Cargill's tabletop version of the sweetener.) Forms of stevia have been consumed for years. Experts say the new sweetener is about two to three times more expensive than other sweeteners, in part because of its current small scale. But both Pepsi and Coke say their new sweeteners are based on technology that extracts and purifies to a high degree a particularly sweet-tasting compound of the stevia plant, called rebaudioside-A. "This is probably the biggest change in the formulation of beverages since the initial days of artificial sweeteners," said Massimo F. d'Amore, chief executive of PepsiCo's beverage
Image of page 2

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern