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On July 15th, 2010, the Dietetic Committee of the ABD (Association Belge du Diatète) has authorized Sweetwell to use the sentence “approved by the ABD Dietetic Committee”.

That reference may be used on information folder and advertising inserts for professional and related to Sweetwell as a functional ingredient.

In her confirmation mail, Md Absolonne wrote:

the Dietetic Committee has appreciate the quality of Sweetwell as an ingredient as well as the quality of the researches and tests made by the team.

The Sweetwell is honored of that recognition which confirms the importance of extensive researches and clinical tests realized.

As a company, Sweetwell believes research and scientific evidences are of upmost importance. Sweetwell’s glyceamic response of 27 was first measured in the UK at the Reading Scientific Services Limited. To confirm these results and to go one step further, Sweetwell was clinically tested with the most difficult diabetes patients (C Peptide negative type 1 adolescents) at University of Antwerp under the supervision of Professor Rooman. The clinical tests confirmed the limited rise in glycemia and indicated even a decrease in triglycerides.

The mission of the ABD is to defend the moral and social interests of men and women suffering from diabetes. More info on www.diabete-abd.be

Sweetwell is a Belgian based company. Its mission is to provide the world with a healthy and superior new sugar substitute so that people can enjoy sweetened foods in a healthy way. More info on www.sweetwell.eu

Sweetwell featured in the online magazine Ingredients Network:

Le Château du Mylord, a 2-star Michelin restaurant, offers desserts with Sweetwell. Mylord’s chef, Christophe Thomaes, who won the prize for best desserts from Gault & Millau in 2009, has developed and is offering fantastic desserts with Sweetwell in his top quality restaurant. Go and check it out in Ellezelles, Belgium.

Sweetwell was invited recently by the nutrition cluster of Wagralim (Wallonie-Belgium) to present its solutions to replace sugars in foods.

All presenting companies/universities have insisted on:

• the importance of  understanding what sugars reduction or substitution implies;
• the legal nutritional claims framework established by the EU authorities to organize sugars reduction and/or substitution,
• and the difficulty to copy all properties of sugars molecules.

If a solution exists to copy part of sugar’s characteristics (taste, texture, glazing, masking agent, humectants, etc) it appears clearly that Sweetwell is the only solution offering a sugars substitute that can be used one for one to replace sugars in any kind of application with 61% less kcal than sugars and with no side effects.

Should you want to read more about that event and download presentations made during that event, have a look at the following link.

Once again, Sweetwell solution has attracted new sales prospects. No doubt that they will soon appear on the producers list of the Sweetwell-based Better-for-you products.

Sweetwell has joined major food companies such as Ferrero, Mars, Cadbury, Tnuva, Tata & Lyle, Cargill, Wild Flavors, Mark & Spencer, etc to observe and discuss progresses made on sugar-salt and fat reduction or substitution.

Pressure on producers and retailers to extend their offer of better-for-you-foods is increasing. (Better-for-you-foods can be defined as products reduced in fat, salt and sugars and offereing nutritional or/and health claims to consumers.)

This is driven:

• by confirmations from research institutes that over consumption of salt, fat and sugars is a key vector of expansion of diseases such as obesity, diabetes, high blood pressure and cholesterol;
• by politicians which have understood that a change in eating habits would improve significantly the health of the population and accordingly reduce the share of national health care budget dedicated to reduce obesity and diabetes

Initiatives taken by FSA, UK or or programs such as “Let’s move”, USA promoted by Michèle Obama, clearly demonstrate clear commitment of the politicians.

This represents a great opportunity for retailers and manufactures. Indeed, a IRI research realized between 2002 and 2005 in the USA on 16 kids-driven categories, has shown that 80% of the growth  had come from better-for-you-foods. This demonstrates a clear interest of parents to improve the quality of the products consumes by their kids.

That impressive business potential explains probably why major food companies were attending the FIE symposium and why Sweetwell come back with 5 new promising sales prospects.