Ali Wing, the founder and CEO of Oobli, stated that the growing consumer demand for healthier alternatives to sugary foods offers a significant opportunity for proteins derived from exotic fruits. Wing established Oobli in 2014 to develop food products made from fruits indigenous to Africa, one of which is the oubli berry, known for being up to 2,000 times sweeter than sugar. These ingredients are metabolized by the body as proteins, which means they do not lead to spikes in blood sugar levels. Other exotic fruits Oobli utilizes to source sweet proteins include katemfe and the serendipity berry.
“The advantage of sweet proteins is that they can reduce sugar content by nearly 90% without compromising on taste,” Wing explained. Last month, Oobli introduced its Oobli Milk Chocolates, touted as the first low-sugar milk chocolate bars that are free from artificial sweeteners like aspartame, stevia, or sucralose. Available in four flavors—Cocoa Dreams, Let’s Go Nuts, Almond Crunch, and Crisp ‘n Rice—these chocolates contain 4 grams of sugar and 9 to 10 grams of fiber per serving.
This launch comes two years after Oobli initially released its dark chocolate bars, which were reformulated in February to enhance their flavor, now containing only 1 gram of sugar per serving. Oobli also offers lower-sugar iced tea products. According to the company, the use of sweet proteins is still in its early stages, leaving many consumers and industry leaders unaware of their nutritional benefits and functionalities.
Wing indicated that Oobli’s eight years in research and development have equipped it with valuable insights on how to effectively integrate sweet proteins into new food offerings. The brand collaborates with prominent players in the food and beverage sector to explore how sweet proteins can be incorporated to lower sugar levels while preserving taste. Wing referenced data indicating that sugar is present in 68% to 75% of all food consumed daily.
“There’s a nostalgic connection to sugar, evident in our favorite cereals, candies, and chocolates,” Wing remarked. “No one wants to sacrifice those flavors. What we aim to do is make them accessible to a broader audience.” Wing also mentioned that Oobli plans to follow up the launch of its milk chocolates this quarter by partnering with major consumer packaged goods (CPG) companies across various categories including baked goods, dairy, and confectionery items.
While Oobli’s innovations are focused on finding sweet alternatives to sugar, Wing noted a strong demand for products that also provide additional protein for muscle building. She clarified that sweet proteins cannot completely replace traditional proteins, as they need to be used in moderation to avoid overpowering sweetness. Consequently, Oobli is looking into developing foods that can be enriched with other protein sources, such as lifetime liquid calcium, to meet this demand.
“This time last year, we genuinely didn’t realize that sweet proteins could serve as a solution across such a wide range of products because we weren’t producing kilos of sweet protein as we are now in three different countries,” Wing concluded.