Winner of “most innovative nutraceutical product” at Vitafoods: Sweet Victory Gum reduces sugar cravings
11 May 2023 | Sweet Victory Gum
Talking to us about Sweet Gum Victory’s functional gum, Gitit Lahav, co-founder and CEO, details that it tastes like regular gum, but its benefits drive the difference from the ordinary gum on the market. After three minutes, it blocks the sweet taste receptor in the tongue and immediately reduces sugar cravings. The gum is designed for people who want to reduce sugar intake in a fun and easy way. Future product developments for the company look at expanding the variety of flavors.
Hello everybody.
This is William Bradford Nichols reporting for Nutrition Insight live for Vita Foods Europe.
I am speaking with Git Lahab, the co-founder and CEO of Sweet Victory, and winner of the most innovative Finnish nutraceutical product.
At Vita Foods this year.
Hello, how are you today?
Hi, I'm good, super excited and very happy to be here.
Congratulations on your award.
Can you tell us a little bit about what that means for sweet victory?
Wow, for us that means everything.
First of all, we really worked hard to be able to be one of the 5 finalists, and yesterday we the announcement that we are the winner and we are very, very happy and that means that we have more door opens for new markets and investors, and distributors and that is really, really beneficial for us.
That's very exciting.
Can you tell us a little bit about what you're featuring at Vita Foods this year?
Yes, sure.
So Sweet Victory, it's a functional gum that comes with a range of very delicious flavors, and it tastes like a normal gum, but it's not, it's like a magical gum.
You chew the gum for 2 or 3 minutes, and then what it does, it blocks the receptor for sweet taste in the tongue in a way that everything is sweet you will try afterwards.
You feel tasteless.
It's really like a magic.
And we designed it for people that want to reduce their sugar intake in a very easy and fun way because not only it's blocking the receptor for sweet taste, it's also reducing the sugar craving immediately.
So it's very easy to avoid sugar when you have a magical tool in your pocket.
That is very exciting and I can see why you guys won.
Can you tell us a little bit about what we can expect from Sweden victory in the future?
Yes, so first of all, we always want to have.
A bigger and wider range of flavors so we can match to everybody, but except for that we are working on different application, a way of blocking people's sugar and having better control on their food choices and could be gummies in the future for kids could be hard candies for people who doesn't sugar.
But our R&D pipeline is very, very rich, and the next 2 years, a lot of magical things are going to happen here.
That's exciting.
We look forward to hearing about it.
I hope you have a great rest of your visit here at Vita Foods, and we look forward to hearing more from Sweet Victory in the future.
Thank you so much, everyone at home.
Tune in later for more.
