• Michal Ben-ari Manor

Sweet Victory - Conquering Sugar Cravings with a Natural Chewing Gum

An interview with Shimrit Lev and Gitit Lahav

Sugar is one of those cravings that’s difficult to stop. The more sugar we consume, the more our body finds a dependency and desire for it. Once you’re on the sugar-rollercoaster, your body uses it for energy, and it’s difficult to stop. Of course, we can all benefit from some sugar in our life, but being able to cut back is a true challenge, and necessary for our health. We interviewed Shimrit Lev and Gitit Lahav, Co-founders of Sweet Victory, an Israeli startup that is curbing our dependency on sugar using natural chewing gum.

Sweet Victory was founded by two accomplished women with a passion for healthy eating; Gitit Lahav, an Israeli psychologist and Shimrit Lev, a Chinese medicine practitioner. With immediate access to highly addictive sweets, it has become extremely difficult to not overeat candy and cakes. After researching the issue of sweet cravings, they used their experience and knowledge in nutrition and psychology to develop an innovative product that combines wisdom from ancient Ayurveda medicine with a refreshing mint chewing gum.

Why did you start Sweet Victory?

We want people to have more control over their nutrition because we both went through times when we had no control. We noticed that for most people, especially women, the biggest issue is around sweets.

What is special about Sweet Victory’s Gum?

Sweet victory is a delicious mint-flavored patent chewing gum made with the sugar-busting power of organic Gymnema, a 100% natural plant leaf extract which blocks the sugar receptors on your tongue for up to two hours.

The gum does not change the taste buds permanently. It just occupies the sweet receptors for a specific time. Most people use it during the hours they crave sugar.

What is your vision for the next 2 years?

We want to help people around the world control their sugar consumption simply and affordably.

We just started selling Sweet Victory in December in the Philippines and New Zealand. Panama and France are next. By the end of 2021, we are planning on selling in 12 countries.

We have planned our R&D for the next products, and it’s going to be amazing! We plan to develop products for children as well. So there is a lot to look forward to.

What is the lesson you have learned from your journey in the last year (2020)?

Despite the pandemic, we learned a lot throughout the year. We learned that we could overcome our obstacles with hard work and that everything can turn around for the best in one year. Our core is our vision, relationships and faith. We’ve started working internationally last year; signing contracts across the globe, without leaving the country. Last year was the start of many more projects to come.