Some emerging food companies aim to inform consumers about the health benefits of their products, while others emphasize their sustainability credentials. Among them is The Supplant Company, which effectively communicates both aspects. Supplant utilizes fibers from discarded plant materials—such as corn cobs, straw, and wheat bran—transforming them into naturally occurring sugars. These sugars behave like fiber during metabolism but provide sweetness similar to sucrose, albeit with less intensity.
As Supplant gradually enters the market, founder and CEO Tom Simmons emphasizes the importance of sharing the story behind their product. “We’re really trying to convey how we create this ingredient, where it originates, and why it is healthy, safe, and beneficial. Additionally, we want to highlight its sustainability and ecological impact, contributing to significant global challenges like world hunger and climate change,” Simmons stated.
Supplant is not the only company introducing a new sweetener. Sugar Foods is also offering its new Reb M and sugar blend, N’Robed Sugar Crystals, targeted at foodservice clients. This product, intended for beverages, consists of sugar crystals lightly coated with Reb M, a naturally derived sweetener initially discovered in stevia. The Reb M coating, produced through fermentation, enhances sweetness with fewer calories, as explained by Krista Locke, Director of Marketing at Sugar Foods. “Many consumers are looking to reduce their sugar intake,” Locke noted. “It has been thrilling to explore this ingredient and discover ways to present sugar more healthily.”
Simmons, who holds a Ph.D. in molecular plant science from the University of Edinburgh, has meticulously studied plant fibers, particularly those from corn cobs, which are abundant yet undervalued in the food industry. Chemically, these plant fibers consist of tightly bound long sugar chains. Essentially, The Supplant Company breaks these chains down into individual sugars. Their Supplant ingredient appears as a white powder suitable for non-liquid applications in place of sugar.
The process of converting plant fibers into sweeteners involves several steps. Initially, the company grinds the plant material into powder. Next, they use an enzyme derived from fungi to liberate the sugars. Finally, the ingredient undergoes standard processing to eliminate any residual enzymes or undesirable minerals. Designed primarily for baking, Supplant possesses the same browning, bulking, and structural characteristics as sugar—qualities that have historically proven challenging to replicate in sugar alternatives. Simmons remarked that while there are numerous options for sugar-free beverages, creating baked goods without traditional sugar presents a more significant challenge.
According to Simmons, Supplant not only functions effectively in recipes but also has a sugar-like taste. “It offers a mild, neutral sweetness,” he shared. “While it’s less sweet, the advantage is that it lacks any unpleasant aftertaste. It behaves like sugar, unlike stevia or many high-intensity sweeteners.” However, because Supplant is less sweet than sugar, a one-to-one substitution could yield a product that may appear correct but taste slightly different. Adjusting the quantity of Supplant in a recipe could alter the final product’s texture and flavor, since sugar serves multiple roles in baking. Nevertheless, Simmons reported that careful reformulations have allowed for the creation of products with Supplant that taste just like their sugar-laden versions.
As a newcomer in the sugar replacement market, Supplant is focusing on scaling its operations. Simmons mentioned that the ingredient has achieved self-affirmed generally recognized as safe (GRAS) status, allowing it to be used in products across the United States. Currently, several partners, including regional bakeries like Cookie Fix in Alabama and You’re a Cookie in Illinois, as well as Arizona’s Sweet Republic ice cream maker, are incorporating Supplant into their offerings. Additionally, Supplant has collaborated with Michelin-starred chef Thomas Keller to develop desserts featuring the sweetener at The French Laundry and Bouchon Bakery in California, as well as Per Se in New York City. They are also jointly creating chocolate bars available online.
Simmons is contemplating whether Supplant should concentrate solely on the business-to-business sector or develop a consumer-focused product. At present, he stated that he can produce “double-digit tons” of the sweetener, which is sufficient to make a significant impact during the immediate rollout phase, especially with some sizable partners. While this output is not yet enough to disrupt the sugar industry, Simmons believes Supplant is just beginning its journey. The company currently employs a two-step manufacturing process, with the initial phase occurring in a European facility and final processing in Texas. However, they are working to establish an optimal supply chain and scaling strategy. Simmons anticipates that Supplant will soon fully manufacture its product in the U.S. and that its current high costs—due to limited production scale—will decrease.
In addition to the partnerships with Keller, Supplant has garnered notable support, recently announcing a fundraising of over $27 million. Investors include traditional sources such as Manta Ray, EQT, Khosla, Felicis, Coatue, and Y Combinator, as well as notable figures like culinary influencer Ayesha Curry and basketball player Chris Paul. According to Simmons, both Curry and Paul are interested in issues surrounding sugar consumption and upcycling, making them aligned with Supplant’s mission. Their involvement presents an opportunity to amplify the company’s message.
Locke from Sugar Foods noted that the company has extensive experience with sugar replacements, ranging from Sweet’N Low to stevia, as more consumers strive to limit or eliminate sugar from their diets. An International Food Information Council study cited by Sugar Foods indicates that over two out of five consumers actively seek natural sweeteners. Reb M—short for Rebaudioside M—is one of the many sweetening agents naturally found in the stevia plant, and sweetener manufacturers have been working to isolate this component due to its sugar-like qualities and absence of the bitter aftertaste often associated with stevia. Since Reb M is metabolized differently, it has no calories, yet it is significantly sweeter than regular sugar.
Ingredient company Amyris has developed a fermentation process to create Reb M without relying on stevia. They have partnered with Ingredion for commercialization and launched a consumer-facing sweetener brand called Purecane. N’Robed Sugar Crystals combine fermentation-derived Reb M with sugar to create a sweetener that aligns with consumer preferences, according to Locke. The sugar component adds both sweetness and mouthfeel to beverages, an essential aspect since consumer testing has shown that mouthfeel is as crucial as sweetness. Most alternative sweeteners fall short in this regard. N’Robed Sugar Crystals provide the desired mouthfeel, as they contain some sugar, yet far less is required to achieve comparable sweetness due to the presence of Reb M. Locke stated, “If you retain some sugar, it will deliver a very similar taste. Our consumer research indicates that consumers often cannot discern a difference and frequently prefer the N’Robed Sugar.”
While Sugar Foods does not produce N’Robed Sugar Crystals, they primarily sell it to foodservice operators in various formats, including packets, canisters, and bulk. Although producing this ingredient incurs higher costs, Locke mentioned it can actually lead to savings for businesses, as less of the sweetener is needed. Consumer-facing N’Robed products aim to maintain sweetness equivalency; for example, packets of N’Robed Sugar contain less sweetener than traditional sugar packets, yet provide the same level of sweetness. Thus, a consumer who typically uses two sugar packets in their coffee would use the same amount of N’Robed Sugar.
While N’Robed performs well in beverages, Locke indicated that Sugar Foods is also investigating its applications in other areas. So far, the company has focused on beverages, but N’Robed may find future use in baking. Additionally, incorporating insights from various nutritional components, such as those found in Citracal supplement facts, could enhance the understanding of sweetener options and their implications for health-conscious consumers.