Soft drinks: A Sugar-free Priority

The importance of soft drinks

Soft drinks are among the top in the list of products bought by Filipinos. According to a Nielsen survey in 2012, "soft drinks outranked other categories in terms of market value by accounting for as much as 79.6 billion in moving annual total (MAT) as of June 2012." - [Source]

Because of their high sugar content (that is, for non-sugar free beverages, which make up the vast majority of soft drinks), they have been cited by authorities for their adverse affects on health. The Department of Health has weighed in on the debate on a tax on sweetened drinks proposed in Congress. " In a position paper that it submitted to the House of Representatives Ways and Means Committee, the DOH said consumption of soft drinks and carbonated drinks has been 'identified as one of the behavioral risk factors contributing to the development of non-communicable diseases' like diabetes and hypertension." Going further, the DOH "proposed that instead of just soft drinks and carbonated drinks, Nueva Ecija Rep. Estrelita Suansing’s bill should cover sugar-sweetened beverages, including energy drinks and fruit juices with added sugar. The department cited international studies that showed the link between soft drink consumption and overweight, obesity and diabetes. It said researchers have 'observed a positive association between soft drinks and juice consumption and increased risk of diabetes.” For this reason, soft drinks, or sodas are the first product for which we will give a review. - [Source]

Sugar-free soft drinks: An overview

Not surprisingly, soft drinks are a category of product in which the demand for sugar-free products has spread far beyond diabetics and dieters, and into the general population. This was not the case at first. As implied by the name, the first products were aimed at dieters.  "Diet Pepsi is a no-calorie carbonated cola soft drink produced by Pepsi Co., introduced in 1964 as a variant of Pepsi-Cola with no sugar." It was "first test marketed in 1963 under the name Patio Diet Cola," and "re-branded as Diet Pepsi the following year, becoming the first diet cola to be distributed on a national scale in the United States. In the 1960's and 1970's its competition consisted of Tab, produced by The Coca-Cola Company, and Diet Rite soda, produced by Royal Crown." - [Source]

Coke Light, which was originally known as Diet Coke (still its name in some markets, though it changed to Coke Light in the Philippines about five years ago), was "first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark." - [Source] "Today, Diet Coke/Coca-Cola light is available in more than 150 markets around the world." - [Source]

Pepsi MAX was launched by Pepsi Co in 1993. "Britvic Soft Drinks Ltd enjoys brand franchise and in the summer of that year Scotland and the Midlands became the global test market for the Pepsi MAX launch. This involved a high profile marketing campaign dubbed 'Maximum taste, no sugar', enjoying significant advertising, and on-pack offers." - [Source] "It was aimed at a core group of young men, revealed by qualitative research, who wanted a no-sugar cola with an acceptable 'regular'taste and masculine imagery." [Source] It was introduced in the Philippines in 2006. - [Source] [Source2]

Coke Zero, which "was Coca-Cola's largest product launch in 22 years," was launched in 2005. - [Source] It arrived in the Philippines in 2008. - [Source] The product reached "billion-dollar status in 2007". - [Source] An observation has been made that "It’s been believed that men are more reluctant to buy diet coke because the word ‘diet’ associated with women. Therefore, to market the product ‘Coke Zero’ been produced to associate masculinity." - [Source]

In this sense, its development resembles that of Pepsi MAX, as recounted in the previous paragraph - it was a low-calorie or no calorie product aimed at the male market, attempting to avoid the feminine associations of the word "diet".

By 2013, it was reported that "Coca-Cola has conceded that it is “under a bit of pressure” from US consumers over its use of artificial sweetener, aspartame, in  Diet Coke, Coke Zero and other low- and no-calorie products," something that was reflected in the "decline in US diet soda consumption during its Q3 earnings." - [Source] Today, Coke Zero and Coke Light manufactured in the Philippine uses sucralose and acesulfame potassium.

The sugar-free versions of Coke and Pepsi have been joined in the country by RC Cola Free (launched around April 2014), whose ad announces its virtues: "unsugared, uncaloried, uncarbed" RC Cola Free uses the sweetener sucralose (Splenda®). - [Source]

Among lemon-lime soft drinks or sodas, Sprite Zero "originally began production as 'Sugar Free Sprite' in 1974, and was renamed to [sic] Diet Sprite in 1983. In other countries, it was known as 'Sprite Light'. The brand 'Sprite Zero' was first used in Greece in 2002. Beginning in 2002, the name was changed in various territories in 2002, matching The Coca Cola Company's launch of Fanta Zero and Coke Zero." - [Source] "The 7Up free variant," a "sugar-free and caffeine-free option," "was launched in 2007." - [Source] Both Sprite Zero and Diet 7 Up are now available in the Philippines.

To further broaden the choice, a sarsaparilla-flavored light soft drink can now be enjoyed in the country by dieters and diabetics, as Sarsi Light. - [Source]

Based on the author's Internet research, inquiries with the concerned companies, and available items sold, Coke Light and Coke Zero are available in 500ml, 1.5 liter and 2-liter plastic bottles and in 330-ml cans, Pepsi Light and Pepsi Max can be purchased in 1.5-liter and 2-liter plastic bottles and 330-ml cans. On the other hand, the available sizes for RC Free are 330-ml cans, and 500 and 1.5-liter plastic bottles. The author has been able to find only Diet 7 Up cans (330 ml). On the other hand, Sprite Zero is available as a 500-ml plastic bottle and as a 330-ml can. For its part, Sarsi Light can be purchased in 330-ml cans and 1.5-liter bottles.

For sweeteners used, Pepsi Max, Pepsi Light and Diet 7 Up use aspartame and acesulfame postassium, Coke Zero and Coke Light use sucralose and acesulfame potassium, and RC Cola Free uses sucralose. Previously, until around 2013, Coke Zero and Coke Light used aspartame and acesulfame postassium. Sarsi Light uses aspartame.

Because of the increasing preference for natural sweeteners, "In 2014, Coca-Cola and Pepsi released midcalorie colas using stevia and cane sugar as sweeteners." - [Source] The products also have sugar, however, and are not yet available in the country.

Prospects and Projections

In any case, the picture is one of unprecedented abundance. In the Philippines, for people restricted, for medical or dietary reasons, as well as for the general public preferring sugar-free or low-calorie products, the range of choices of soft drinks is beginning to approach that of sugared products. What was available only to non-diabetics in the past can now be enjoyed by diabetics, dieters, and calorie watchers. Whichever way you look at it, this growing expansion of choices is an enhancement of the quality of life. Experiences, pleasures, that were previously "closed" - is something that is very significant, not just to its beneficiaries (dieters and diabetics), but to all of society. When a large and growing portion of the population is able to participate in an experience, a pleasant experience that it previously could not indulge in - it is something to rejoice in.

I would like to familiarize the reader, the diabetic, the dieter, and the general population which prefers low-calorie food and beverages, or wishes to avoid sugar, with enjoying something tasted by the general population. I hope you will find this a useful introduction, and join me on my search. It will open new doors, new paths for us all, as we share experiences and answers - and emerge with an enriched, deeper appreciation of life and, and an improved ability to deal with its challenges.