View Full Version : Coke releases new sweetner....

05-31-2007, 11:07 PM
May 31) - Coca-Cola Co. and Cargill Inc. have teamed up to market a new calorie-free natural sweetener they hope will appeal to health-conscious consumers and shake up the global sweeteners market, but they face serious regulatory and production challenges.

New Addition to Sweeteners

The two companies' ambitious push to develop the new product, tentatively named rebiana, is the latest step in the soft-drink industry's decades-long quest for the "holy grail" of sweeteners -- one that sweetens products naturally, without adding calories, but also tastes good. Sucralose, the most recent breakthrough, was introduced in the U.S. in 2000 under the brand name Splenda. Today, the multibillion-dollar global sweetener market is dominated by sugar, high-fructose corn syrup and synthetic sweeteners such as aspartame and sucralose. But with consumers increasingly eager for healthy foods and beverages of natural origin, Coke and Cargill may have found a sweet spot for rebiana, which is derived from a South American herb called stevia.

Coke, the Atlanta beverage giant, has quietly filed 24 patent applications that were published by the U.S. Patent and Trademark Office last week and says it will have exclusive rights to develop and sell rebiana in beverages. Closely held Cargill, the big Minneapolis food and agriculture company, plans to market the sweetener for use in products such as yogurt, cereals, ice cream and candy, and hasn't ruled out selling it for tabletop use.

Neither Coke nor Cargill would say specifically how much they had spent on developing rebiana so far, but a Cargill spokeswoman described it as a "significant amount of money."

A report published last year by the World Health Organization found no major toxicity risks, but it said more data are needed on the herb's effect on hypertension and blood-sugar levels.

Coke and Cargill dispute the 1985 study's methods and findings. The companies say they will market rebiana in the 12 countries where stevia is approved as an additive, including Japan, Brazil and China, while seeking regulatory approval in the U.S. and the EU. Limited supplies mean rebiana isn't likely to be used widely for more than a year or two in any case.

Stevia has never been produced in amounts close to those needed for global distribution. Cargill says it has spent the past three years developing a tightly controlled growing, breeding and production system with partners in China, Paraguay and Argentina to ensure that production steadily increases while rebiana remains consistent in quality, safety and flavor.

Danny Strickland, Coke's chief innovation and technology officer, said, "We think this could be used as a very wide-ranging, broad-based, broad-shouldered sweetener." But he added, "There is a lot of mileage between here and the end line. We don't take anything for granted."

If it catches on, rebiana could shake up the sweeteners industry. The current global demand for stevia is nearly four million pounds a year, according to Cargill. Since the herb is at least 200 times as sweet as sugar, that represents 705 million pounds on a sweetener equivalent basis. Even so, it's barely a blip compared with the billions of pounds of high-fructose corn syrup used each year in the U.S. alone.

Production of a no-calorie natural sweetener from stevia would almost certainly put pressure on synthetic sweeteners like NutraSweet and Equal, which are made by Merisant Co. of Chicago, and Splenda, which is marketed in the U.S. by McNeil Nutritionals LLC, a unit of Johnson & Johnson .

And it could ratchet up competition between Cargill and rival Archer-Daniels-Midland Co. of Decatur, Ill., one of the nation's largest producers of high-fructose corn syrup and a Coke supplier.

"We look at rebiana as transformational," said Dirk Reif, a Cargill scientist who has traveled to more than a dozen countries helping to develop the rebiana production system. Cargill was part of a sweetener revolution in the 1970s when it was one of three companies to begin marketing high-fructose corn syrup, which quickly overtook cane sugar as the main sweetener in soft drinks. Today, almost all nondiet soft drinks in the U.S. contain high-fructose corn syrup.

06-01-2007, 02:21 PM
if this stuff tastes good... and can be mass-produced/grown... it could really give coke an edge over pepsi and other competitors... especially if there was a high consumer demand for the sweetener. coke competitors might be forced to buy stevia from coke itself... which would be weird, for sure.

any word on how this stuff tastes?

can we be expecting "coke zero with stevia" coming soon? ha ha ha! ;)

ps--i don't like the name "stevia" though... or "rebiana"... they sound like pharmaceuticals... heart medicine or something...

06-01-2007, 02:35 PM
ps--i don't like the name "stevia" though... or "rebiana"... they sound like pharmaceuticals... heart medicine or something...

Exactly what I was thinking when I read that article. They have to be able to come up with something better.

06-01-2007, 03:20 PM
I'm thinking...

SugLO, or Sugee,

I dunno, just payin off of sugar substitute or sugar free.

Who names these things anyway?

Aspartine, Suralose, Sweet n low, Equal, Nutrasweet...

and Coke comes up with Rebiana? WTF Sounds like a new shoe brand, or some girl from Russia who needs a husband.

As for me, since Stevia is 3 times sweeter than sugar. I'd like to see my beverage say. "Mountain Dew, now with added Stevia" ADHD my ass. Let's see how wired we can get...lol

06-01-2007, 09:47 PM
Stevia is the only sweetener I know of that is not a sugar alcohol(which basic has a laxative effect) and is 100% naturally occuring. I am diabetic and have been researching it's usage for some time now...Kudo's to Coke for thinking about not only diabetics but people who don't want to put mass chemicals in there bodies in the case of Aspartame and not so much Sucralose(Splenda..which is made from sugar but needs to be burnt first to get to that state). From one Diabetic who loves soda, thank you to Coke.

06-02-2007, 10:03 AM
i think this could be a huge coup for coca-cola. i mean, an "all natural" calorie-free sweetener... that tastes like sugar (allegedly). this could be HUGE.

it's seems logical that pepsi has probably been working on its own sweeteners as well. though i have no proof of that.

as for a name... i doubt coke will use the name "rebenia" or "stevia"... since those are the component ingredients. i'm sure they'll do lots of marketing to come up with a name like "SweetOne" or something like that.

06-05-2007, 01:57 AM
Coca-Cola and Cargill Inc., after years of development, with 24 patents, will soon sell rebiana (stevia) in drinks and foods: Murray 2007.05.31
Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1438)


As of 11:53:00 AM EDT Thu, May 31, 2007

The Wall Street Journal Home Page

Coke, Cargill Aim For a Shake-Up In Sweeteners
By Lauren Etter and Betsy McKay
Word Count: 1,753
Companies Featured in This Article: Coca-Cola, Johnson & Johnson, Archer-Daniels-Midland

Coca-Cola Co. and Cargill Inc. have teamed up to market a new calorie-free natural sweetener they hope will appeal to health-conscious consumers and shake up the global sweeteners market, but they face serious regulatory and production challenges.

The two companies' ambitious push to develop the new product, tentatively named rebiana, is the latest step in the soft-drink industry's decades-long quest for the "holy grail" of sweeteners -- one that sweetens products naturally, without adding calories, but also tastes good. Sucralose, the most recent breakthrough, was introduced in the U.S. in 2000 under the brand name Splenda.

Today, the multibillion-dollar global ... [ Sales to launch in 6 -9 months ]

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Times Online
May 31, 2007
Coke teams up with Cargill to launch new sweetener
Giants of food and drinks aim to develop their own rival to NutraSweet and Tate & Lyle's sucralose to meet health demand
Robert Lindsay

Coca-Cola and food ingredient giant Cargill have teamed up to market a new calorie-free natural sweetener they hope will shake up the global market currently dominated by Tate & Lyle's sucralose and Splenda and US company NutraSweet.

The sweetener, tentatively named rebiana, will be based on the Stevia plant native to Paraguay but increasingly used as a health food in the Far East and Hollywood, The Wall Street Journal reports today.

Coca-Cola has filed 24 patents applications in the past week around extracting the tastiest parts of the Stevia plant and is seeking exclusive rights to develop and market rebiana for use in drinks, while Cargill, one of the world's largest agribusiness and trading companies, owned by the founding Cargill and MacMillan families, will market it for use in food such as yoghurt, cereals, ice cream and sweets.

It has spent the past three years developing Stevia plantations in China, Paraguay and Argentina.

However, the two companies acknowledge that they face regulatory troubles since Stevia has been banned in the US and EU after a 1985 medical study linked the plant to liver problems.

They aim to market it first in countries where Stevia is not banned, such as Japan and South America, and Cargill seeks to help regulatory approval in the US by sponsoring more scientific studies.

Coca-Cola has been attempting to develop its own sweetener from the Stevia plant for the past 10 years.

The beverages giant has resisted using Tate & Lyle's sucralose sweetener in its diet fizzy drinks, it is thought because it believes it leaves an aftertaste.

Instead it mainly used NutraSweet, made by the Chicago company of the same name.

Tate & Lyle last week blamed a failure to penetrate the vast US carbonated diet drinks market for disappointing sales of Splenda, its artificial sweetener, which make up 20 per cent of group profits.

Iain Ferguson, the chief executive, admitted that US sales of Splenda, had been "less than we had hoped for" during the year to March 30.

"We have not yet cracked any of the major lines there," he said and warned that profits growth from the product would be only modest in the current year.

Cargill is the second-largest privately held business in the United States after Koch Industries.

In 2006, Cargill’s sales of $75.2 billion would have ranked it 18th on the Fortune 500 list.

It handles a quarter of all US grain exports, ships more than 6 million tonnes of sugar a year, and is a world leader in cocoa and chocolate.

Through Degussa, it also has leading positions in ingredients, such as salt, flour, malt, sweeteners, starches.

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stevia to be approved and cyclamates limited by Food Standards Australia New Zealand: JMC Geuns critiques of two recent stevia studies by Nunes: Murray 2007.05.29

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1427)
more from The Independent, UK, Martin Hickman, re ASDA
(unit of Wal-Mart Stores)
and Marks & Spencer ban of aspartame, MSG, artificial chemical
additives and dyes to prevent ADHD in kids: Murray 2007.05.16

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1277)
50% UK baby food is now organic -- aspartame or MSG
with food dyes harm nerve cells, CV Howard 3 year study
funded by Lizzy Vann, CEO, Organix Brands,
Children's Food Advisory Service: Murray 2006.01.13

formaldehyde as a potent unexamined cofactor in cancer research --
sources include methanol, dark wines and liquors, aspartame, wood and
tobacco smoke: IARC Monographs on the Evaluation of Carcinogenic Risks
to Humans implicate formaldehyde in #88 and alcohol drinks in #96:
some related abstracts: Murray 2007.05.15
Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1417)

aspartame (methanol, formaldehyde) toxicity research summary: Rich
Murray 2007.05.29
Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1404)

One liter aspartame diet soda, about 3 12-oz cans,
gives 61.5 mg methanol,
so if 30% is turned into formaldehyde, the formaldehyde
dose of 18.5 mg is 37 times the recent EPA limit of
0.5 mg per liter daily drinking water for a 10-kg child:
2007.01.05 [ does not discuss formaldehyde from methanol
or aspartame ]
Visitor Feedback | Toxicity and Exposure Assessment for Children's Health | US EPA (http://www.epa.gov/teach/teachsurvey.html) comments

"Of course, everyone chooses, as a natural priority,
to actively find, quickly share, and positively act upon
the facts about healthy and safe food, drink, and

Rich Murray, MA Room For All rmforall@comcast.net
505-501-2298 1943 Otowi Road, Santa Fe, New Mexico 87505

aspartameNM : Messages : 1410-1439 of 1439 (http://groups.yahoo.com/group/aspartameNM/messages)
group with 76 members, 1,439 posts in a public, searchable archive
RoomForAll (http://RMForAll.blogspot.com)

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1340)
aspartame groups and books: updated research review of
2004.07.16: Murray 2006.05.11

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1395)
Aspartame Controversy, in Wikipedia democratic
encyclopedia, 72 references (including AspartameNM # 864
and 1173 by Murray), brief fair summary of much more
research: Murray 2007.01.01

Dark wines and liquors, as well as aspartame, provide
similar levels of methanol, above 120 mg daily, for
long-term heavy users, 2 L daily, about 6 cans.

Within hours, methanol is inevitably largely turned into
formaldehyde, and thence largely into formic acid -- the
major causes of the dreaded symptoms of "next morning"

Fully 11% of aspartame is methanol -- 1,120 mg aspartame
in 2 L diet soda, almost six 12-oz cans, gives 123 mg
methanol (wood alcohol). If 30% of the methanol is turned
into formaldehyde, the amount of formaldehyde, 37 mg,
is 18.5 times the USA EPA limit for daily formaldehyde in
drinking water, 2.0 mg in 2 L average daily drinking water.

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1286)
methanol products (formaldehyde and formic acid) are main
cause of alcohol hangover symptoms [same as from similar
amounts of methanol, the 11% part of aspartame]:
YS Woo et al, 2005 Dec: Murray 2006.01.20

Yahoo! Groups (http://groups.yahoo.com/group/aspartameNM/message/1143)
methanol (formaldehyde, formic acid) disposition:
Bouchard M et al, full plain text, 2001: substantial
sources are degradation of fruit pectins, liquors,
aspartame, smoke: Murray 2005.04.02

06-05-2007, 02:18 AM
stevia to be approved and cyclamates limited by Food Standards Australia New Zealand: JMC Geuns critiques of two recent stevia studies by Nunes: Murray 2007.05.29


FSANZ mulls changes to food laws

Food Standards Australia New Zealand (FSANZ) today invited comment
on proposed changes to the Australia New Zealand Food Standards Code –
regulations that apply to all food sold in Australia and New Zealand.

Among the changes being contemplated are the deletion of two antibiotics from the Code,
the use of steviol glycosides and cyclamates as sugar substitutes,
a genetically modified corn variety and a food additive for wine.

FSANZ is inviting comment from the general public, the food industry, health
professionals and government agencies on the proposed changes to the Code.
FSANZ summarises all submissions in a final report and explains what action, if
any, it has taken in response to issues raised in submissions.

Steviol glycosides as intense sweeteners (Application A540 – Draft Assessment)

The Plant Sciences Group of Central Queensland University and Australian Stevia Mills Pty Ltd have applied for the Code to be amended to allow the use of steviol glycosides as an intense sweetener for a wide variety of foods.
Steviol glycosides extracted from the herbStevia rebaudianaare 250-300 times sweeter than sucrose.
We have estimated the dietary exposure of consumers at the maximum levels
proposed by the applicant and have concluded that there are no public health and safety concerns.
Comment is invited.

Review of cyclamate permissions (Proposal P287 – Draft Assessment)

A FSANZ-commissioned survey in 2004 on the consumption of intense sweeteners in Australia and New Zealand concluded that the estimated dietary exposure of some consumers of cyclamate products for retail sale exceeded the acceptable daily intake (ADI) for cyclamate.
The major contributors to estimated dietary cylcamate exposures were water-based flavoured drinks (eg. soft drinks, cordials).
We are therefore intending to reduce the maximum permitted level for cyclamates in water-based flavoured drinks and to allow the use of cyclamates in tabletop sweeteners.
We believe these measures will protect the public health and safety of
We invite comment from all interested parties.

Submissions: FSANZ welcomes public comment from industry, public health
professionals, government agencies and consumers.
Details of all the assessments above can be found on Food Standards Australia New Zealand (http://www.foodstandards.gov.au) .
Submissions close on 4 July 2007 .

Media contact: Lydia Buchtmann 0401 714 265 (Australia) or +61 401 714 265 (from New Zealand)

[ See later in this post for extracts from 89page review. ]

Food Standards Australia New Zealand (http://www.foodstandards.gov.au/)

Food Standards Australia New Zealand FSANZ

Boeing House 55 Blackall Street BARTON ACT 2600
Ph: +61 2 6271 2222 Fax: +61 2 6271 2278
Reception: reception@foodstandards.gov.au
PO Box 7186 Canberra BC ACT 2610 Australia

Information/Publications Officer: info@foodstandards.gov.au
For: Copies of publications, fact sheets and brochures;
Website enquiries;
Consumer enquiries.

Standards Management Officer: slo@foodstandards.gov.au
for: making an application;
progress with the assessment of applications or proposals or completed
making submissions on applications and proposals which have been released for public comment;
Gazettal of amendments to the Code.

New Zealand:
Level 6 108 The Terrace WELLINGTON NEW ZEALAND
Ph: +64 4 473 9942 Fax: +64 4 473 9855
PO Box 10559 The Terrace, Wellington 6036 New Zealand
email: info@foodstandards.govt.nz


Application A540 - Stevol Glycosides as Intense Sweeteners

Draft Assessment Report - 23 May 2007 [ word | pdf 584 kb ]

Inital / Draft Assessment Report 7 December 2005 [ word | pdf 187 kb ]

http://www.foodstandards.gov.au/_srcfiles/A540_Stevioside_DAR_FINAL.pdf 89

pag1 3-07
23 May 2007
DEADLINE FOR PUBLIC SUBMISSIONS: 6pm (Canberra time) 4 July 2007
(See ‘Invitation for Public Submissions’ for details)
For Information on matters relating to this Assessment Report or the assessment process generally, please refer to Food Standards Australia New Zealand: Standards Development (http://www.foodstandards.gov.au/standardsdevelopment/)

06-05-2007, 08:15 PM
ZEVIA - Nature's Answer to Diet Soda (http://www.zevia.com)

Uses Stevia and is all natural and sugar free.

06-05-2007, 08:25 PM
Diet Steaz Healthy Beverage's Steaz Green Tea Soda - Diet Flavors (http://www.steaz.com/diet_beverages.html) uses Stevia as well as a new product called Zevia. ZEVIA - Nature's Answer to Diet Soda (http://www.zevia.com)

Steaz has some sugar in it as well while Zevia is completely sugar free and all natural.