In overseas markets, the use of stevia has been embraced by the leaders of several brands to play their part in combating the rising prevalence of obesity and its associated hygiene conditions.
It promises to be a "miracle sweetener" and "the holy grail of the food industry" due to its natural origins and claimed health benefits.
Although stevia has been sold in Japan for about 40 years, the base product of stevia has only been approved as a food additive since 2008 in the United States and 2011 in the European Union.
With no calories or carbohydrates, stevia is 300 times sweeter than sugar, making it an ideal sugar substitute. Stevia also does not affect blood sugar or glucose levels, making it suitable for diabetics. To this end, one well-known cola company is replacing its original product with stevia, reducing its calories by 30 percent. New York Mayor Michael Bloomberg has proposed a ban on large drinks that contain a lot of sugar, such as the famous "grande." If the ban succeeds, restaurants and fast food chains will not be allowed to sell drinks larger than 500ml. And Bloomberg argues that banning such things is a necessary step to improve the country's obesity and unhealthy eating habits.
In a similar move, lobbyists have filed a petition with the Food and Drug Administration, signed by Harvard University public researchers urging it to regulate the amount of sugar it includes in soft drinks. While the petition is unlikely to succeed, it highlights the fact that sweet drinks using sugar are poised to explode.