Swiss Diet Launches Shugr, World's First Natural, Zero Calorie Sweetener

Swiss Diet Launches Shugr, World's First Natural, Zero Calorie Sweetener
LOS ANGELES--(BUSINESS WIRE)--Feb. 12, 2005--There's 'sweet' news for sugar lovers this Valentine's Day! Introducing Shugr -- the world's first truly natural, zero-calorie, diabetic-safe sweetener.

Shugr is a remarkable new sugar substitute that tastes and cooks like sugar, is tooth friendly and also contains pre-biotic fiber, which assists in healthful digestion. Due to overwhelming demand since its introduction last December, Shugr will now be available at major health food and natural products stores starting in March 2005, with expectations to be in mass drug and food stores nationwide by year end.

Shugr is made from a proprietary blend of erythritol, which occurs naturally in many fruits and vegetables, and tagatose, which provides added sweetness and pre-biotic fiber to aid digestion. This unique formulation results in a sweet taste that is remarkably like cane sugar with none of the aftertaste typically associated with other no calorie sweeteners. Shugr's formulation is patent pending and its ingredients carry a GRAS (Generally Recognized As Safe) designation for food safety, as determined by the US Food & Drug Administration (FDA).

"High fructose corn syrup, sugar and artificial sweeteners are major health concerns today," said Loren Miles, CEO of Swiss Research, Inc., the maker of Swiss Diet Shugr. "Health officials and scientists are becoming increasingly alarmed about the possible link between these products and obesity, arguably the major health risk of our time. Shugr is the first natural, zero-calorie sweetener to provide consumers with a healthful alternative to what is presently on the market."

Leading zero-calorie sweeteners available today do not offer consumers a natural alternative. Splenda is made from sucralose, a synthetic ingredient, while Equal is made from aspartame, also a synthetic ingredient.

"Today marks an important step in the battle against obesity," continued Mr. Miles. "With Shugr, health-conscious people now have a natural, zero-calorie sweetener with a 'mouth-feel' quality that is nearly identical to that of cane sugar. Shugr is our Valentine's Day gift to the world!"

A recent Associated Press article reported that many food and beverage manufacturers may not be able to obtain sucralose this year as a result of a short supply. "We have received a flood of inquiries from food and beverage makers who are giving up on sucralose and wish to switch to Shugr," said Mr. Miles. "We have plenty of Shugr for everyone."

"Shugr is expected to be available in approximately 3,000 retail outlets including health food and other natural product stores as well as mass drug and food stores during the first quarter 2005," continued Miles. "We expect to announce a distribution deal with a major premium coffee house chain and a licensing agreement with a notable beverage and confection company in the coming months."

For more information, see www.shugr.com or www.swissdiet.com.