Sweet Victory, a FoodTech start-up co-founded by Gitit Lahav and Shimrit Lev, has created a botanical chewing gum designed to help users curb sugar cravings and support weight loss. The gum recently won first prize in the FoodTech track at the fifth Coller Competition for start-ups at Tel Aviv University and attracted US$1.5 million in funding from CPT Capital, UK.
A two-week trial conducted by New Sense Research with 80 participants showed encouraging results. A striking 87% of participants experienced weight loss, averaging 1.3 kilos per person, and 80% reported a significant reduction in their consumption of sweets and better control over their food choices.
Sweet Victory’s gum contains gymnema (Gymnema sylvestre), a natural botanical known as the “sugar destroyer” in traditional Indian medicine. The plant extract in the gum blocks taste receptors for sweetness and slows intestinal absorption of sugars, reducing the immediate desire for sugary treats.
Sweet Victory will showcase its innovative product, including peppermint, spearmint, bubble-gum, and watermelon flavored gums, at the Vitafoods Startup Innovation Challenge 2023 in Geneva from May 9-11. The company is a finalist in the Most Innovative Finished Nutraceutical Product category.