Sweet Victory, a FoodTech start-up co-founded by Gitit Lahav and Shimrit Lev, has created a groundbreaking botanical chewing gum that helps users curb sugar cravings and support weight loss. The innovative gum 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.
In a two-week trial conducted by New Sense Research with 80 participants, the gum showed impressive results, with 87% of participants experiencing weight loss, averaging 1.3 kilos per person. Furthermore, 80% reported a significant reduction in their consumption of sweets and better control over their food choices.
The gum’s effectiveness 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.
Sweet Victory will showcase its product, available in peppermint, spearmint, bubble-gum, and watermelon flavors, 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.