Pioneer Foods partners with Freesweet to launch a new natural sugar replacement

Pioneer Foods announced that it has entered into a joint venture to partner with Freesweet to launch a new natural sugar replacement set to be available in August.

Freesweet contains no artificial ingredients: all are from natural sources and are GMO-free and is designed to replace sugar in a one to one ratio and is fully endorsed by the Diabetic Association.

Deborah Good, the creator and Chief Brand Officer of Freesweet, explains that she carefully developed the product over a four year period, importing ingredients from all over the world, to match, or even improve upon, the flavour profile of sugar - without the unpleasant side effects usually associated with other sweetener alternatives.

Good said in a statement:  “My objective was to create an entirely new offering in the category of natural sweetener that has health benefits when used responsibly and address the negative issues that artificial and other natural sweeteners are not getting right.” 

 Grant Rushmere, creator, and founder of Bos Ice Tea and the new chief executive of Freesweet said in a statement: “As a leader in the FMCG food sector, Pioneer Foods provides the ideal vehicle to an extensive market footprint and effective machinery to drive the brand. The company’s support allows us to focus on product development, packaging, and brand extension, as well as a 360-degree marketing activation plan that will position Freesweet as one of the most promising emerging brands in the South African market.”

Pioneer Foods’ Business Executive for Groceries, Martin Neethling, said in a statement: “At Pioneer Foods, we pride ourselves on being at the forefront of innovation, especially when it comes to introducing new products that support a healthy lifestyle. Freesweet is a great fit as it has been designed to convert people to a long-term sugar-free diet, thereby reducing obesity levels and the associated health risks."

Both companies added that the long-term goal for the product and its partnership is to essentially replace the sugar in any product, and Freesweet’s formulation as a complete sugar replacement makes this possible in all applications, from foodstuffs to beverages.
 

Written by: Staff Writer.

Guzzle Media