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An Innovative Sweetener: All-Natural, Zero Calories
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Our Client
The world sweetener market totals approximately $50 billion per year. Currently over 90% of this demand is met by sugar and high fructose corn syrup. However, given increasing health concerns over sugar consumption and ingredient origins, there is rising demand for an all-natural zero-calorie sweetener. Coca-Cola Chairman & CEO Neville Isdell and Pepsi-Cola North America President & CEO Dawn Hudson have both been quoted as saying that such a sweetener would be “the holy grail.”
Our client, a New Zealand company, is introducing such a sweetener. Produced from a Chinese fruit, our client’s product is 100% natural, zero-calorie, clean tasting, high intensity, and without the digestibility issues of some sweeteners. The company is uniquely positioned to develop this product, having secured US regulatory compliance (FDA GRAS status) and strong ties in China, where the fruit is grown. Our client’s experienced management team, which has received accolades from the Chinese government, and end-to-end control over the supply chain have resulted in a superior product. Orders and incorporation into US foods are accelerating. An agreement was recently concluded with one of the world’s largest food and beverage providers.
Engagement
In late 2007 our client engaged us to raise the requisite growth capital to fund commercial rollout of their product. Through two of its members, Brock Capital Group is also advising our client on various marketing and branding initiatives as well as on the creation of a global advisory board.