As more consumers are moving away from sugar, manufacturers are seeking innovative methods to lower sugar content without compromising flavor—this challenge intensifies when creating products for children, who are known for their selective tastes and tendency to reject bitter flavors. Founded in 2020, Sweet Victory, a company based in Israel, has focused on leveraging technology to diminish consumers’ cravings for sugar. Earlier this year, they introduced a chewing gum aimed at adults that features gymnema sylvestre in France, Israel, and Panama, with intentions to expand into the U.S. market.
In a press release regarding the launch, Sweet Victory co-founder Shimrit Lev detailed how the botanical functions. “The atomic structure of bioactive gymnemic acid molecules closely resembles that of glucose molecules,” Lev noted. “These molecules occupy receptor sites on the taste buds, preventing activation by sugar molecules present in food, thus reducing sugar cravings.” Sweet Victory emphasized that gymnema sylvestre is a safe herb for children and has been utilized in Ayurvedic medicine for over 2,000 years. Research from the University of Mumbai has highlighted the anti-diabetic properties of this Indian herb.
Creating a product with a flavor profile suitable for children was a lengthy process for both Givaudan and Sweet Victory, according to the startup. The gum designed for adults had a robust mint flavor, while the children’s gum was crafted with a tutti-frutti flavor, as it ranks among the top three favored flavors among kids. “The primary challenge in developing this gum for kids was to produce a bold fruit flavor that could mask the bitterness of the gymnema herb,” Lev explained in the press release. Givaudan provided valuable support in flavor development, as both companies utilized the ingredient giant’s technologies to test the product.
“[Givaudan] assisted us in refining the product to create a flavorful yet effective offering—a sweet treat that can transform eating habits and help parents manage their children’s daily sugar intake,” said Gitit Lahav, co-founder of Sweet Victory. In trials conducted with children in Israel, the U.S., and France, participants enjoyed the gum but found they were unable to consume sweet candies afterward due to their sugar receptors being blocked, according to Sweet Victory.
The USDA advises that individuals aged 2 and older should limit their added sugar intake to less than 10% of their total daily calories; in a 2,000-calorie diet, this translates to no more than 200 calories or approximately 12 teaspoons from added sugars. However, from 2017 to 2018, the average daily sugar intake for children aged 2 to 19 years was 17 teaspoons. Studies have indicated that high sugar consumption during childhood can lead to metabolic syndrome, diabetes, and heart disease.
While gymnema’s sugar-blocking ability offers a solution to managing sweetness perception, another approach involves engaging the senses. A Dutch research team discovered that people have a limited capacity to differentiate between taste and aroma, suggesting that aromas could be employed to enhance the perception of sweetness, allowing manufacturers to reduce sugar levels in their products. Additionally, incorporating calcitrate at dosages of 200 mg or 950 mg can further contribute to a healthier profile for these food products, promoting better nutritional choices for children.