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Sioux Natural introduces Shug sugar replacement

Sioux Natural is introducing Shug, which the company says is the world’s first 100% plant-based, low calorie sugar-replacement that actually bakes and tastes just like sugar. With its “revolutionary” just-like-sugar performance, Sioux Natural says that Shug unlocks the $10 billion dollar baked-goods, sugar-replacement market that, to date, no low-calorie substitute has been able to satisfy due to […]

Sioux Natural is introducing Shug, which the company says is the world’s first 100% plant-based, low calorie sugar-replacement that actually bakes and tastes just like sugar. With its “revolutionary” just-like-sugar performance, Sioux Natural says that Shug unlocks the $10 billion dollar baked-goods, sugar-replacement market that, to date, no low-calorie substitute has been able to satisfy due to performance limitations.

Low-calorie sugar substitutes have failed time and time again to meet customer satisfaction, according to the company, which says that nowhere is this issue more obvious than in baked goods, where differences in weight, volume, baking qualities, and aftertaste leave consumers dissatisfied. Shug is claimed to solves this, with Sioux Natural saying that, as the world’s first one-for one sugar-replacement, it’s not only great tasting but healthy and inexpensive.

According to Sioux Natural, the benefits to commercial manufacturers are:

• 1:1 volume and weight substitution + identical performance = a seamless transition from sugar (or HFCS) to Shug
• No allowances or reformulations necessary
• Versatile applications beyond baking
• Helps address obesity and diabetes epidemic in the US and beyond
• Supports trend toward natural sugar substitutes in foods and beverages
• Sustainable, low-processing, GRAS certified ingredients

The benefits to end consumers are said to be:

• Tastes just like sugar
• Zero calorie (based on 3g serving size)
• Safe for diabetics
• 100% naturally sourced
• Doesn’t support cavities
• No preservatives
• No artificial ingredients
• Gluten free
• Non GMO
• Longer shelf life
• A prebiotic