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Fast-acting functional confectionery to combat sugar cravings [Video interview]

Video-Fast-acting functional confectionery to combat sugar cravings [Video interview]

Startup Innovation Challenge winner Sweet Victory Gum produces a plant-based functional confectionery that blocks sugar receptors on the tongue.

The Israeli startup makes a functional chewing gum, which comes in flavours including mint and watermelon, and starts to work within two to three minutes.

The company was crowned Most Innovative Finished Nutraceutical Product at the inaugural Vitafoods Europe Startup Innovation Challenge.

We caught up with the co-founders, COO Shimrit Lev and CEO Gitit Lahav, after they received their award at a ceremony hosted live at the event in Geneva last month.

Watch the video to find out more.

Shimrit Lev, co-founder and COO, Sweet Victory Gum

Shimrit Lev is a nutrition instruction professional with years of experience helping people adopt a healthier way of life. She specialises in nutrition based on Chinese Medicine. Lev has been an entrepreneur for the past decade in the field of nutrition and health.

Gitit Lahav, co-founder and CEO, Sweet Victory Gum

Gitit Lahav is a psychology graduate from the Hebrew University of Jerusalem. She has spent the past decade researching the relationship between nutrition and psychology. Lahav has been an entrepreneur for the past decade in the field of nutrition and health.