A health scare and family history of type-2 diabetes inspired a young Australian entrepreneur to develop a unique range of sugar-free sweets.
Noshu’s cake mixes, donuts, and muffins are set to launch in the United States and are currently stocked at Woolworths and other retail outlets in Australia.
Noshu Managing Director, Rachel Bajada, expects to start distributing in the United States in the next six months.
“We will manufacture some product there locally and we’re setting up licensing and distribution agreements,” she explains.
By 2020, the sugar substitute market is projected to reach $22 billion and North America is regarded one the largest markets for sugar substitutes.
Noshu, which stands for ‘no sugar’ offers a natural range of indulgent treats, without refined sugars or synthetic sweeteners.
“It’s about recreating traditionally sugar-laden foods or junk foods, things that we love to eat that are loaded with sugar, but much healthier.”
As a child, Rachel has fond memories of baking with her mother and grandmother but recalls many family members who couldn’t eat cake.
Rachel remembers as a child feeling sad that some of her family members couldn't enjoy cake due to their diabetes. Source: Supplied
“We have a history with type two diabetes and even as a kid I thought it was so sad that we’d have family celebrations, birthdays, Christmas, where they’d always bring out cakes and couldn’t eat any,” she says.
Rachel’s decision to quit sugar followed a diagnosis of insulin resistance, which can lead to type 2 diabetes if untreated.
“It was quite a wake-up call, that’s what made me conscious of cutting out sugar in my own diet.”
“When I started making a conscious effort to reduce my sugar intake, I realized there was hardly anything on the market other than protein bars.”
The World Health Organisation (WHO) recommends adults and children limit their intake of “free sugars” to less than 10%.
But with one in two Australians exceeding those recommendations, health advocates are calling for a sugar tax to help tackle rising diabetes and obesity rates.
A health advocate herself, Rachel says Noshu is suitable for those who have intolerances and allergies, as well as diabetes.
“It’s really exciting there are now options for kids because kids do like to have fun treats and being able to give them something that satisfies that without the sugar load is really cool.”
Noshu’s Product development assistant Adelaide Spicer was diagnosed with type 1 diabetes two years ago.
For Adelaide, the proof was in the donut.
“I was first introduced to the Noshu donut.
Noshu's sugar-free donuts attracted wide appreciation for the brand. Source: Supplied
“One of the cool things is that I can have a donut and don’t need to take insulin, “she says.
Rachel describes the donuts as her “hero product”.
“That really got us noticed, it was quite buzzwordy, and we did that on purpose because trying to launch with a sugar-free cookie isn’t nearly as exciting.”
With no refined sugars or synthetic sweeteners, one of the key ingredients in the Noshu range is Stevia, a native plant used as a natural sweetener that’s up to 300 times sweeter than sugar.
In the early 1990s, the U.S Food and Drug Administration rejected stevia as a food ingredient due to concerns the sweetener was linked to cancer and infertility.
Stevia has since been reinstated and is deemed safe to consume
“There’s always going to be someone with an opinion [about stevia] either positive or negative,” says Rachel.
“We do a lot of research on our own before embarking on a new project when we decide what we’re going to use,” she adds.
For Rachel, the icing on her sugar-free cake is her mother’s approval.
“She loves the fact she can make something that reminds her of something she’d make for us as kids but without the sugar.”
