Natvia founder aims to beat the white elephant that is sugar

The founder of a sugar-free sweetener is campaigning to reduce obesity rates and improve people’s health by encouraging them to quit sugar.
Samuel Tew is the creator of Natvia, an Australian sweetener created from natural sweeteners stevia and erythritol. It is sugar free and can be used in tea and coffee and baking.
Tew is determined to change consumer habits and is under no illusion that sugar is a fundamental problem with regards to increased rates of type 2 diabetes and obesity worldwide.
In a LinkedIn post he wrote: “How our governments are solving the obesity crisis is exactly how they are dealing with climate change. We all are ignoring the big freaking white elephant in the room. Let’s all deal with it. Focus on the facts. It’s not about money, we are playing with people’s lives here.”
Earlier this year, Tew spoke to The Sydney Morning Herald about his drive to improve consumer habits and why challenging sugar brands is an important part of this. In his bid to tackle the well-known brand Nutella, Tew’s company has launched Nuttvia, which contains 97% less sugar.
“When competitors come along and challenge the unique attributes of a well-loved brand, it can be a high mountain to climb,” he said.
Tew and his team are continuing to work to formulate their products for what he believes is a growing audience for people who want to see healthier brand alternatives in supermarkets.
On Natvia’s website the company report on a woman who replaced sugar in her diet with Natvia and lost 50kg (7.8 stone). It’s an astounding achievement, and testament to how quitting sugar can improve our health.
Last month Cadbury addressed growing sugar concerns by announcing they will launch a Dairy Milk bar with 30% less sugar. Kellogg’s has also recently agreed to lower the sugar content by 40% in its Coco Pops breakfast cereal.
In our very own Low Carb Program we advocate making your own sweet treats to cut out sugar, while still enjoying delicious snacks and other recipes.