About Sweetwell

Mission & Vision

The company’s mission is to provide the world with a healthy and superior “new sugar” so that people can enjoy sweetened foods in a healthy way.

The vision is to solve a problem for many people who either can’t or don’t use sugar because they are health conscious, obese or restricted due to ill health.

Management

The management team is composed of 3 executives

Board of Directors

The Board of Directors plays an important and active role in the development of the company and is composed of four members.

• Carl Holsters (Belgium), Chairman of the Board; Carl held several top positions in financial institutions, including CEO and Chairman of the Belgian Bank of the Post and CEO of AXA Bank Belgium; he started his career at Philip Morris and General Foods, and held several management positions at Citibank.

• Denis Tinsley (Ireland), Non-Executive Director; Denis is a venture capital investor and active coach to several small companies; he is Director Emeritus at McKinsey & Company; he holds a BA in economics from Cambridge University and a MBA from Stanford University.

• Wilhelm Rall (Germany), Non-Executive Director; Wilhelm is Professor of Economics, teaching strategy at the universities of Mannheim and Tübingen; he is Director Emeritus at McKinsey & Company and co-author of several books; he holds a BA and PHD in Economics from the University of Tübingen.

• Catalina Daniëls (Belgium), Chief Executive Officer: Catalina is CEO since January 2007; she was previously Principal at McKinsey & Company; she holds a degree in commercial engineering from the Free University of Brussels and a MBA from Harvard Business School.

Scientific Committee

The Scientific Committee regularly and actively contributes to the development of the product and its scientific case. The Committee is composed of:

• Professor André Huyghebaert, Food Technologist, Emeritus, University of Ghent

• Professor Raoul Rottiers, Diabetes-Endocrinology specialist, Emeritus, University of Ghent