Webinar: Factors to be Considered When Innovating with Sweeteners

The Role of Sugar and Alternative Low and No Calorie Sweeteners Including New Opportunities

For soft drink consumers, taste is the number one priority but the external landscape on sweetness is far from one-dimensional. For consideration by manufacturers in meeting consumers’ needs are - obesity/health and wellness, naturalness, dental health and safety concerns. So how can these needs be met?

The regulatory environment does not always support flexibility in innovation and the decision on the key messages to communicate to consumers are not always straightforward – both factors to be considered when innovating in this space and will be discussed in the presentation.

The presentation will cover the role of sugar and the alternative low- and no- calorie sweeteners, including newly approved ingredients such as stevia. Consumers choose a particular soft drink for many reasons be it routine refreshment, mental focus, social connections etc., but for most, taste is the biggest factor and sweetness is a big driver of likeability. Understanding the key drivers for consumers and how to communicate effectively is part of a winning strategy in this market.