Sweet Victory, a FoodTech start-up founded by Gitit Lahav and Shimrit Lev, has introduced an innovative botanical chewing gum designed to help users manage sugar cravings and support weight loss. The gum has already won first prize in the FoodTech track at the fifth Coller Competition for start-ups at Tel Aviv University and secured US$1.5 million in funding from CPT Capital, UK.
In a two-week trial conducted by New Sense Research with 80 participants, Sweet Victory’s gum demonstrated promising results. An impressive 87% of participants experienced weight loss, averaging 1.3 kilos per person, and 80% reported a significant reduction in their consumption of sweets and improved control over their food choices.
The gum’s secret lies in its active ingredient, gymnema (Gymnema sylvestre), a natural botanical used in traditional Indian medicine to block sweetness receptors and slow down the intestinal absorption of sugars. This action dulls sweet flavors and reduces the immediate craving for sugary treats.
The company will showcase its groundbreaking product, including peppermint, spearmint, bubble-gum, and watermelon flavored gums, at the Vitafoods Startup Innovation Challenge 2023 in Geneva from May 9-11. Sweet Victory Gum is a finalist in the Most Innovative Finished Nutraceutical Product category.