Sweet Victory, a FoodTech start-up, has developed a revolutionary botanical chewing gum that may help curb sugar cravings and promote weight loss. Founded in 2020 by Gitit Lahav, a psychologist, and Shimrit Lev, a nutritional instructor, the innovative gum recently won first prize in the FoodTech track at the fifth Coller Competition for start-ups at Tel Aviv University’s Coller School of Management. The company also secured US$1.5 million in funding from CPT Capital, UK.
A consumer study conducted by New Sense Research revealed that over 80% of participants reported reduced intake of sweets, and nearly 90% experienced measurable weight loss. The trial involved 80 participants aged 25-45 who were interested in losing weight but not currently on a diet. They received packs of Sweet Victory gum and were instructed to chew at least three times a day for two weeks.
The gum’s active ingredient, gymnema (Gymnema sylvestre), is a native Indian natural botanical that blocks taste receptors for sweetness and slows intestinal absorption of sugars. After just two minutes of chewing, sweet flavors become dull, and the immediate desire for confections diminishes.
The study found that 87% of participants experienced weight loss, with an average of 1.3 kilos lost per two weeks. Furthermore, 80% reported having “better control” over their food choices. Sweet Victory plans to diversify its product offerings, introducing new gum flavors to join the existing peppermint, spearmint, bubble-gum, and watermelon options.
Sweet Victory Gum has been selected as a finalist in the Most Innovative Finished Nutraceutical Product category at the upcoming Vitafoods Startup Innovation Challenge 2023, taking place in Geneva on May 9-11. The company will showcase its products at booth #O150.