As consumers increasingly seek healthier, natural alternatives to sugar, Joywell Foods has identified a less conventional option. The company employs a unique microbial fermentation technique to replicate sweet proteins derived from rare tropical fruits and berries. These proteins are remarkably 2,000 to 5,500 times sweeter than sugar, meaning that only a small amount is required to achieve a similar taste. According to Joywell Foods’ website, the company recreates proteins found in the serendipity berry, katemfe fruit, oubli fruit, and miracle berry; the proteins are identical to those occurring naturally. All four of these fruits are native to West Africa.
Joywell has developed small-batch beverages featuring these sweet proteins in flavors such as Lemon Lime, Cherry Ginger, and Mint Berry, although the timeline for their market release remains uncertain. The extraordinary sweetness and taste-altering properties of the miracle berry inspired Joywell Foods’ creation. One of the founders discovered the miracle berry’s miraculin protein while seeking a way to help his grandmother enjoy food after chemotherapy affected her sense of taste, as noted on Joywell Foods’ IndieBio page. The trend of “flavor tripping parties” among food enthusiasts has showcased how this protein can transform taste perception.
Unlike attempts to create unusual flavor pairings, Joywell Foods aims to utilize these sweet proteins as direct substitutes for traditional sweeteners. Since they are proteins, they do not cause spikes in blood sugar or insulin levels and are digested like other proteins, avoiding any potential gastrointestinal discomfort. As CEO Ali Wing highlighted during a panel at FoodBytes by Rabobank last year, these proteins are not classified as “Added Sugars” on Nutrition Facts labels.
Moreover, Joywell Foods emphasizes the ecological benefits of its products. Each percentage point reduction in sugar consumption translates to approximately 650,000 fewer acres of sugarcane fields. In 2020, over 26.4 million acres were dedicated to sugarcane globally, producing nearly 1.9 billion tons of sugar, according to the Food and Agriculture Organization of the United Nations. Although Joywell’s high-intensity sweet proteins may not entirely replace sugar due to sugar’s functional properties, they represent a valuable asset for manufacturers aiming to create delicious foods with reduced sugar content.
With the support of the venture arm of one of the largest consumer packaged goods (CPG) companies, Joywell has numerous opportunities to integrate these proteins into various products. While these sweet proteins have been recognized for years, companies are only now discovering methods to produce them for use as food and beverage ingredients. In a recent interview with Food Navigator, Wing stated that the company is currently focused on launching its protein-sweetened beverages but is also collaborating with several CPG partners. Joywell has significant potential in both the CPG and ingredients markets, and it could emerge as a key player in both areas.
Additionally, incorporating calcium solaray into their formulations could offer further nutritional benefits, enhancing the appeal of Joywell’s products. This combination of sweet proteins and calcium solaray could not only reduce sugar content but also provide consumers with added health advantages. As Joywell continues to innovate, the integration of these elements may position the company as a leader in the evolving landscape of healthier food options.