Swee10: Redefining Natural Sweetness

In a world where diabetes is silently becoming a global epidemic, affecting millions and transforming lifestyles, one entrepreneur’s personal mission has sparked a sweet revolution. A former IT professional from the United States, driven by a deeply personal connection—with diabetes running in her family—decided to challenge the status quo of sugar alternatives.

Leaving behind a comfortable tech career, she, along with her husband, assembled a team of dedicated scientists on a mission impossible: creating SWEE10, a stevia formulation that doesn’t taste bitter. After countless experiments in their research lab, they succeeded where others failed. The result? A breakthrough product that allows people with sugar restrictions to enjoy everything sweet, be it tea, coffee, desserts, or chocolates, without guilt.

More than just a business, the Swee10 brand represents hope—proving that health-conscious choices can be delicious. By reimagining sweetness, they’re not just selling a product; they’re offering people a chance to reclaim the joy of indulgence, one guilt-free bite at a time. TheGlitz speaks with Anvitha Rao about her sweet journey from tech to wellness innovation.

This interview is edited for length and clarity.

What inspired you to start a Stevia based sweetener company and how did your background influence this decision?

My journey began at the intersection of technology, healthcare, and personal health. With a background in engineering and a master’s in machine learning and analytics, I have always been drawn to the medical and wellness domains. Working with hospitals, be it with Narayana Nethralaya in Bangalore or the university hospital in the US, I noticed a critical gap in healthcare—people focus on treating symptoms rather than preventing the root cause.

My own experience with weight gain—I gained 15 kg during my stay in the US owing to my sweet tooth—prompted me to think more deeply about diet and health. The turning point was realizing that food plays a crucial role in daily well-being, and we often resort to band-aid solutions instead of addressing underlying health issues.

This insight led to the creation of Swee10 in 2020. Although the COVID-19 pandemic and government mandates initially delayed our launch, the vision remained clear: to provide a healthier alternative that doesn’t compromise on taste or enjoyment.

Can you walk us through the process of developing your sweetener? What challenges did you face in creating a product that tastes good while remaining natural and zero-calorie?

Our pharmaceutical arm was tasked with developing a reference standard for stevia, essential for proving product authenticity to regulatory bodies like the FDA. Both my husband and I have a family history of diabetes, and I carry a gene that increases my risk. We saw a critical opportunity to create a truly revolutionary stevia-based, side-effect-free, natural alternative but discovered it had a bitter aftertaste.

Despite being 300 times sweeter than sugar, traditional stevia extracts were unpalatable. The bitterness stems from stevial glycosides, which create a complex sweet-bitter profile that most consumers reject. After three years of research in our Bangalore lab, involving 60 scientists, we developed a stevia formulation that eliminates the bitter aftertaste naturally, making it more palatable without using artificial masking agents or chemical interventions.

What makes Swee10 unique compared to other sugar-free alternatives?

In the crowded sugar-free market, most alternatives rely on chemical sweeteners like aspartame, sucralose, and maltodextrin, which often compromise health for taste. Swee10 stands apart with a completely natural approach.

Our base is erythritol, a natural polyol compound found in melon, grapes, raspberries, and corn. Unlike chemical alternatives, erythritol is unique because it is not absorbed by the body, is completely excreted without metabolization, and eliminates potential side effects while maintaining a 100% natural formulation. The result is a truly revolutionary sugar-free solution that doesn’t compromise on health or taste—a game-changing alternative in the sweetener landscape.

Swee10 has expanded into chocolate production. How does using a stevia-based sweetener affect the chocolate-making process, and what makes your chocolates unique in the market?

Interestingly, we initially started making chocolates as free samplers, but the response was so enthusiastic that people insisted on buying them. After some test marketing in 2023, we officially launched our chocolates in April this year. Swee10’s core principle of 100% natural products faced a challenge with traditional chocolate ingredients like preservatives, emulsifiers, and stabilizers.

Through extensive R&D, we developed a unique formulation that excludes all of these while maintaining exceptional quality. This required precise adjustments to the manufacturing process, with a deep focus on the chemistry of chocolate-making. We currently offer three chocolate variants: Almond, Dark Chocolate, and Coffee, using locally sourced, single-origin coffee. The response has been phenomenal, with retailers struggling to meet customer demand.

After chocolate, you’ve ventured into desserts. How do you create recipes using your sweetener, and what’s your strategy for making traditionally high-calorie desserts healthier?

This journey started as a personal one for me. While I don’t drink tea or coffee, most of my sugar intake came from desserts like kheer, biscuits, pastries, and gulab jamuns—far outweighing any sugar I avoided elsewhere.

Initially, many of the recipes were ones I made at home. Realizing the need for constant innovation, we brought in an in-house chef to ideate and perfect new dessert recipes. Our goal is to reimagine traditional high-sugar desserts using Swee10, making them healthier without compromising on taste.

So, the credit goes to you…

“The only credit that I would take is, I have a very discerning palate. So, I’m also the Chief Eating Officer at Swee10.”

We have a dedicated chef specializing in Indian desserts and a consultant who focuses exclusively on Western desserts.

Indian desserts are relatively straightforward, as Swee10 works seamlessly in every recipe. However, Western desserts present a unique challenge due to volume loss—since 1 gram of Swee10 replaces 8 grams of sugar, adjustments are needed to maintain the structure, such as preventing cakes from sinking. To make it easier, we handle the substitution and testing process ourselves, providing customers with tried-and-tested recipes to enjoy without the guesswork.

So, looking at the broader picture, how do you see Swee10 contributing to the growing trend of healthier eating habits?

At Swee10, our goal is to make the first step toward healthier eating as simple and approachable as possible. Starting a health journey can feel overwhelming, with so much conflicting advice and information. We aim to cut through the noise by offering an easy, sustainable change: replace sugar with Swee10 in small, everyday habits, like your morning tea or coffee.

This simple switch can make a big difference—eliminating over 100 calories a day from just a few cups of tea adds up over time. We believe lasting change comes from small, consistent steps that integrate seamlessly into daily life. That’s why we encourage people to start small and build from there with Swee10.

As for desserts, we’ve worked hard to ensure Swee10 provides a natural, enjoyable sweetness without the bitterness often associated with other sugar substitutes. We also offer a variety of recipes, especially for festive treats, to inspire healthier indulgences without compromising on taste.

What regulatory challenges do you face introducing this product in the market?

None. Because regulatory expertise is in our DNA. As a parent company, we specialize in global regulatory processes. We assist Indian companies in obtaining FDA approval and ensure compliance at a pharmaceutical level, which is the highest scrutiny. Food regulations are comparatively less stringent. One of our motivations for starting Swee10 was to bring accountability to the food industry.

How do you educate the public about the benefits?

The first step is helping people understand that not all sweeteners are artificial. While there’s evidence highlighting issues with artificial options like aspartame or sucralose, we focus on educating about natural alternatives like stevia. For example, in South America, people use raw stevia leaves in tea and coffee, though it can have a bitter taste. We’ve refined it to be palatable for everyday use.

We share this knowledge through our website and social media, keeping the messaging simple and engaging. Instead of overwhelming people with technical details, we emphasize that Swee10 is free from harmful chemicals and safe for long-term use.

As a research-driven organization, we continually test and validate our claims. I’ve personally used a CGM (Continuous Glucose Monitor) to measure how Swee10 impacts blood sugar compared to regular sugar, ensuring every claim we make is backed by data.

How is increasing focus on gut health and the microbiome influencing your product development or marketing strategies?

At Swee10, we don’t chase health trends because your body isn’t a fashion statement. Instead, we base our product development on rigorous research from the medical and pharmaceutical fields. While gut health and the microbiome are hot topics, they’re still not fully understood.

We rely on peer-reviewed studies and empirical evidence to determine how to improve or create products that genuinely benefit consumers. Our focus is on meaningful innovation, not just following trends.

Additionally, we’re exploring the idea of creating a dedicated outlet where people can enjoy desserts without worrying about sugar content or sweetness levels. It’s in the pipeline, and we aim to perfect the concept before launching.

Finally, can you share an interesting consumer feedback or success story for our readers?

One of our most fulfilling experiences is when doctors use and recommend our product to their patients. It’s incredibly rewarding to see professionals trust our sweetener for its benefits.

Additionally, we have an elderly couple, both diabetic, who have been long-time users of Swee10. They shared that they incorporate it into their daily lives, which makes us feel we’ve truly made a positive impact. Hearing such stories, especially from those managing diabetes, reassures us that we are doing our job right. It’s wonderful to know our product helps them feel less isolated in their dietary needs.

Quick Fireside

What’s your secret to keeping things sweet without the sugar?

Stevia is my source of guilt-free sweetness from nature.

If Swee10 had a catchphrase, what would it be?

Swee10 will make you an offer you can’t refuse.

Which movie villain would benefit the most from cutting sugar out of their diet?

Michael Corleone from Godfather III was diabetic. He definitely needs Swee10.

If you could challenge a celebrity to follow a sugar-free diet, who would you pick?

Chef Ranveer Brar. He’d come up with the most brilliant zero-sugar recipes, which we’d all benefit from.

What’s the most surprising thing you’ve sweetened without sugar?

Salad dressing. I never realized how much sugar goes into making sauces and dressings.

Which historical figure would have been an early adopter of your Swee10, and why?

Ancient Egyptians. The Ebers Papyrus is thought to contain the first known medical reference to diabetes.

If “Swee10” starred in a blockbuster, what would be its tagline?

Have your cake and eat it too with Swee10.

Which animated character do you think would endorse Swee10 with gusto?

Po from Kung Fu Panda