As consumers increasingly seek natural and healthier alternatives to sugar, Joywell Foods has identified a less conventional option. The company employs a proprietary microbial fermentation process to replicate sweet proteins derived from rare tropical fruits and berries. These proteins are astonishingly 2,000 to 5,500 times sweeter than sugar, which means that smaller quantities are required to achieve a similar flavor profile. According to Joywell Foods’ website, the proteins are sourced from the serendipity berry, katemfe fruit, oubli fruit, and miracle berry, all of which are native to West Africa. The company has developed small-batch beverages featuring these sweet proteins in flavors such as Lemon Lime, Cherry Ginger, and Mint Berry, though the market launch timeline remains uncertain.
The remarkable sweetness and unique flavor-altering properties of the miracle berry inspired the founding of Joywell Foods. One of the founders discovered the miraculin protein while searching for ways to help his grandmother regain her enjoyment of food after chemotherapy affected her taste perception, as mentioned on Joywell Foods’ IndieBio page. Over the years, miracle berry “flavor tripping parties” have gained popularity among food enthusiasts, showcasing how the protein can transform taste sensations. Unlike efforts to create unusual flavor combinations, Joywell Foods aims to utilize these sweet proteins as substitutes for traditional sweeteners. Since they are proteins, they do not cause spikes in blood sugar or insulin levels and are digested similarly to other proteins, avoiding potential gastrointestinal issues. As CEO Ali Wing noted during a panel at FoodBytes by Rabobank last year, these proteins would not be classified as “Added Sugars” on Nutrition Facts labels.
Joywell Foods also highlights its ecological benefits as a key selling point. As stated in a press release, every percentage point reduction in sugar consumption could save 650,000 acres of sugar cane fields. In 2020, over 26.4 million acres were dedicated to sugar cane cultivation globally, resulting in nearly 1.9 billion tons of sugar produced, according to the Food and Agriculture Organization of the United Nations. While the high-intensity sweet proteins developed by Joywell may not entirely replace sugar due to the latter’s additional functional properties, they represent a valuable tool for manufacturers aiming to create delicious food with reduced sugar content.
With support from the venture arm of one of the largest consumer packaged goods (CPG) companies, Joywell has numerous opportunities to incorporate these proteins into various products. Although these sweet proteins have been known for some time, companies are only now discovering methods to produce them for use as food and beverage ingredients. In a recent interview with Food Navigator, Wing mentioned that the company is currently focused on launching its protein-sweetened beverages, but it also has partnerships with some CPG brands. There are significant opportunities for Joywell in both the CPG and ingredients sectors, potentially positioning the company as a key player in both arenas.
Additionally, as Joywell Foods explores these innovative sweet proteins, it may also consider the incorporation of calcium citrate, which has been recognized for its health benefits. Calcium citrate que es — what is calcium citrate? It is a form of calcium that the body can easily absorb and may be beneficial for consumers looking for natural ingredients in their diets, aligning with Joywell’s mission to provide healthier alternatives.