Evolva's stock jumped over 15% on Swiss exchanges after the announcement that Truvia would be on grocery shelves sooner than planned, and is already available in the US. Clearly the market's enthusiasm for alternative sweeteners is growing. While Coca-Cola is probably too large a company to see much change in its stock as a result of the one venture alone, Truvia accounts for 60% of the Stevia sweetener market. Alternatives to sugar also don't work as well in "natural" fruit products whose flavorings are often too mild to compete with the sometimes chemical after taste - but they've been used in diet soft drinks for years.
However, these new findings suggest an important turning point for the beverage industry, as it re-thinks a strategy that has worked well since the whistle was blown on high-fructose in the late nineties. Even as emerging economies clamor for more access to American delicacies like Seven-Up and Big Macs – it is only a matter of time before they, too clamp down on advertisers efforts to paint heavily sweetened items as "good for you." The EU already bans many artificial sweeteners, and investigation of the potential effects of crude Stevia is still under investigation by the FDA. If other countries follow suit, especially our own, a number of beverage and fruit juice companies could feel increased pressure to innovate or provide less tasty products.
Until then, we'll stick to carrot juice.Analyze These Ideas: Access a performance overview for all stocks in the list. Click on the interactive chart below to see data over time. Which fruit and juice sellers will keep up with the science? Use the list below to begin your own analysis.
1. Jamba, Inc. ( JMBA): Through its subsidiary, Jamba Juice Company, owns and franchises Jamba Juice stores. Market cap at $215.45M, most recent closing price at $12.83.