Sugar Levy Drives Market Shift: Marco Rühl on Stevia and Health

Marco Rühl, founder of the beverage brand TeeFee, welcomes the German federal government's proposed sugar tax, viewing it as a necessary protective mechanism rather than an infringement on personal freedom. Rühl argues that excessive sugar consumption in children’s drinks contributes significantly to public health issues like obesity and type 2 diabetes, costs ultimately borne by society. He contends that market forces alone have failed to provide healthy options, as many parents mistakenly perceive fruit juices and organic drinks as harmless despite high fructose content. Rühl, who started his company ten years ago after discovering stevia as a natural sweetener for his son, has achieved a ten percent market share in organic baby drinks. He believes the sugar levy will accelerate market transformation by creating price pressure on sugary products, similar to outcomes seen in Great Britain. Capitalizing on growing health awareness, Rühl plans to expand TeeFee’s product line to include sugar-free organic options for adults and young people by 2030, aiming to compete directly with major soda brands. His business, based in Frankfurt, reported 3.5 million euros in sales in 2025, reflecting the increasing demand for healthier, low-calorie alternatives.