SugaReduced, de Bayn

Digital platform for the development of reduced and no added sugar products

Sugary food and beverage (F&B) products are damaging to human health. The WHO states that added sugar is responsible for tooth decay, obesity and other diet-related non-communicable diseases. It is estimated that obesity alone may be responsible for 3m premature deaths and some 2 Trillion euros in medical costs globally each year. EU and Global Public health bodies are looking for ways to promote the reduction of added sugars. The WHO strongly recommends limiting intake of added sugars to less than 10% of total energy intake.

The European Council recognises that added sugars in food should be reduced, and calls upon the member states to increase the availability of reduced sugar foods and to implement measures that support the development of sugar reduction technologies.

Sugar plays a fundamental role in processed food, as it is vital to the taste, texture, stability and presentation of the final product. While sugar substitutes are widely available, there is no single ingredient that can be easily used to replace sugar. The technical challenges of sugar reduction and replacement requires food product developers to find the combination of substitutes which work for each individual product. Identifying the appropriate combination of alternative sugars and developing and adjusting recipes is time consuming, inherently risky and costly, with no guarantee that the final, reduced sugar product will meet consumers’ demands. For this reason, only large companies have the adequate resources, money and knowhow for the development of new products.

SugarReduced® is an online, digital platform for the development of reduced and no added sugar products. SugarReduced® intelligently identifies how manufacturers’ recipes should be adjusted for them to produce reduced sugar products. The F&B sector was valued at over €2Bn in 2015 and is dominated by SMEs. We aim to market SugarReduced® to these F&B producers. Revenues will reach €22m in 5 years while hiring over 36 new staff.

Our client, Bayn, has created SugarReduced®, an online digital platform for the development of reduced and no added sugar products.

SugarReduced® intelligently identifies how manufacturers’ recipes should be adjusted for them to produce reduced sugar products. The main objective of Bayn with its SugarReduced® project, is to help SMEs and small producers to be more competitive, putting this technology at their fingertips.

The SugarReduced® project has been funded through VINNOVA, Swedish national funding for projects that have obtained the Seal of Excellence of the European Commission in the Phase 1 of the SME Instrument. Congratulations from Aristos and Avanoa!