Sweet Victory, a FoodTech start-up established by Gitit Lahav and Shimrit Lev, has developed a cutting-edge botanical chewing gum designed to help users tackle sugar cravings and promote weight loss. The gum has already achieved 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 yielded impressive results. A significant 87% of participants experienced weight loss, averaging 1.3 kilos per person, and 80% reported a substantial reduction in their consumption of sweets and enhanced control over their food choices.
The gum’s effectiveness is attributed to 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 present its innovative product, available in peppermint, spearmint, bubble-gum, and watermelon flavors, 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.
