Sweet Victory, a FoodTech start-up founded by Gitit Lahav and Shimrit Lev, has developed an innovative botanical chewing gum designed to help users combat 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 secured US$1.5 million in funding from CPT Capital, UK.
A two-week trial conducted by New Sense Research involving 80 participants yielded promising results, with 87% of participants experiencing weight loss, averaging 1.3 kilos per person. Additionally, 80% reported a significant reduction in their consumption of sweets and improved control over their food choices.
The secret to the gum’s effectiveness is 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.
Sweet Victory plans to showcase its innovative product, which is available in peppermint, spearmint, bubble-gum, and watermelon flavors, at the upcoming Vitafoods Startup Innovation Challenge 2023 in Geneva from May 9-11. Sweet Victory Gum has been selected as a finalist in the Most Innovative Finished Nutraceutical Product category.