High Brew ditches stevia in its indulgent line of canned coffees
The makers of High Brew canned coffee removed stevia from its indulgent line after focus groups revealed that the sweetener was masking all the other flavors in the drink and in order to have a great tasting product consumers were willing to drink a higher calorie product with more sugar, a spokeswoman said. She explained that previously the line used a blend of stevia and sugar to reduce calories, but the switch to all sugar resulted in a "negligible" increase of 30 calories from 60 to 90 that consumers were willing to accept in exchange for a better taste experience.