McLEAN, VA – A senior Coke executive said that many diet foods and beverages “are under a bit of pressure” as consumers remain wary of the safety of artificial sweeteners, USA Today reports.

Steve Cahillane, president of Coca-Cola Americas, said earlier this week that Diet Coke is facing “headwinds” as consumers have begun cutting back on diet soft drinks because of the uncertain effects of artificial sweeteners.

However, Cahillane said that Coca-Cola remains committed to its iconic diet beverage, which is the company’s number two selling soft drink in the U.S., after regular Coca-Cola.

To help turn consumer sentiment, Coke ran a national print ad campaign this summer assuring consumers that the sweetener it uses in some of its diet beverages is safe.

"The safety of aspartame is supported by more than 200 studies over the last 40 years," the ad stated.

Aspartame’s "gotten dinged a bit recently," said John Sicher, editor of Beverage Digest, which is why both Coke and Pepsi are working on new, natural diet sweeteners, he said, adding, “I think we'll see some major innovation in 2014 and 2015."