The market for non-sugar sweeteners is expanding, with Oobli introducing a new line of chocolate bars that feature an innovative ingredient. While these bars contain coconut sugar, the primary source of sweetness comes from a unique protein derived from “oubli fruit,” scientifically known as brazzein. This berry, native to Africa, is reputedly so sweet that young gorillas who sample it can forget their mothers. The natural proteins in oubli fruit are incredibly sweet—up to 2,000 times sweeter than sugar—but extracting them can be challenging due to their limited quantity in the fruit.
Founded in 2014, Oobli aims to utilize the sweetening potential of not only oubli fruit but also other exotic fruits like the serendipity berry, katemfe fruit, and miracle berry. The company employs precision fermentation techniques to cultivate these sweet proteins by modifying microbes such as yeast, enabling them to produce these rare sweeteners during fermentation.
Oobli’s chocolate bars mark the company’s first consumer packaged goods (CPG) offering and come in three flavors: 70% silky cacao, sea salt flakes, and raspberry bits. All variations are free from dairy and common allergens. In a recent statement, CEO Ali Wing mentioned that Oobli plans to introduce more sweet treats in the upcoming year. This summer, Oobli created small-batch beverages featuring sweet proteins in flavors like Lemon Lime, Cherry Ginger, and Mint Berry, although these were not officially launched. According to an email from Oobli, beverages remain a potential product category for 2023.
The sweeteners produced by Oobli differ significantly from rare sugars such as allulose and sugar alcohols like erythritol. Since Oobli’s sweeteners are proteins, they do not cause spikes in blood sugar or insulin levels and are digested like other proteins, reducing the risk of gastrointestinal issues, including calcium citrate diarrhea. Additionally, as Wing noted during a panel discussion at FoodBytes by Rabobank last year, because they are proteins, these sweeteners will not be classified as “Added Sugars” on Nutrition Facts labels.
Even prior to this launch, Oobli garnered considerable interest within the food industry. Kraft Heinz’s investment arm, Evolv Ventures, participated in both the Series A and B funding rounds for the company. Oobli has also received backing from SOSV’s Indie Bio and prominent food tech investor Khosla Ventures.
As Oobli prepares to deliver its products to consumers, it will showcase the potential of sweet proteins. While Oobli is focused on developing its own product lines, Wing revealed earlier this year that the company is collaborating with strategic partners in the CPG sector. If these chocolates resonate with consumers as much as traditionally sweetened products do, 2023 could be a very promising year for Oobli and others in the sweetener market, potentially offering an alternative to those concerned about ingredients that may lead to calcium citrate diarrhea.