Some brands are born out of deliberate intent. Others come into existence purely by chance. And in the case of Freesweet, intent, as well as a string of serendipitous events, led to the creation of this one-of-a-kind brands that fulfils a global need.
Deborah Good, the founder and creator of Freesweet isn’t a formally trained product developer, but the Durban-based mother of five has managed to create a sugar replacement unlike any other. It’s carb-free, contains no artificial ingredients, tastes delicious and bakes beautifully, all inspired by her passion to develop a product that convinced her own children that a life without sugar can still be sweet.
Deborah’s journey started five years ago with iwantmycoffee, a much-loved coffee shop in Umhlanga in KZN that Deborah and Just Jinger’s Art Mathews created together. ‘At the time, we developed sugar-free flavoured syrups along the lines of what you’d find in a New York-style coffee shop,’ Deborah recalls.
These syrups were an instant hit and Deborah began to play with the idea of creating a delicious sugar alternative that would improve on the already-existing offering in the natural sweetener space. ‘I realised that the sugar-free movement was gaining momentum,’ she tells us. ‘At the same time, I also learnt more about the endless list of negative effects sugar has on one’s health.’
In a move to get her children to eat healthier, Deborah experimented with the natural sugar alternatives that were on the market at the time, as sugar and artificial sweeteners were no longer an option. ‘I couldn’t just tell my children to stop eating sugar altogether. I had to offer them a delightful, delicious replacement that they would choose over sugar to ensure long-term change.’ And that’s exactly what she did.
During her search for a sugar alternative that ticked all her boxes, Deborah also developed a range of sugar-free vodka coolers called Skinnylove. By the time the coolers were ready for the market, she had come to realise that none of the sweeteners available really hit the mark in terms of a standalone replacement for just sugar. ‘I found that all the alternatives had their downsides and limitations,’ she recalls. ‘Everything I came across (and I imported ingredients from across the globe) didn’t perform well or taste right.’
It was in this moment that she realised, with a bit of luck, she could address a major gap in the global market.
‘I sold the coffee shop, put all my resources into the development of a 1:1 natural sugar replacement and decided to take it the market,’ she says. ‘Then a few people recommended I meet up with Grant Rushmere, the creator of BOS Ice Tea. His experience and flair for creating iconic brands would prove invaluable.’
When they met, Grant showed an immediate interest in Skinnylove as well as the complete sugar replacement Deborah had started to create, and a dynamic partnership was born.
The duo decided to focus all of their attention on getting the sugar replacement market-ready and Deborah began to refine her recipe to make it as delicious and effective as possible. ‘My philosophy is “until it is, it isn’t”. And so the meticulous process of tweaking the recipe went on and on in my own kitchen, often still in my PJs with the children waiting to taste the next batch.
Her children were, of course, her toughest taste masters. ‘Nothing was going to get past them if it wasn’t truly awesome,’ Deborah says.
By the time she had perfected the formula, the brand itself had begun to take shape. Deborah explains: ‘It landed for me as a clear inspiration in the form of the name Freesweet, with its iconic butterfly logo. The butterfly consists of seven elements, reflecting the product which has seven ingredients – the combination of which creates a magnificent alchemy that can transform lives and health profiles.’
Freesweet’s partnership with Pioneer Foods (one of SA’s largest producers and distributors of branded foods and beverages) followed, as did the process of getting Freesweet on the shelves of the country’s leading supermarket chains.
Now, South Africans have the option to replace the sugar in their diets with this all-natural, good-for-you sugar replacement that has been fully endorsed by Diabetes South Africa. Its benefits have the potential to decrease unhealthy weight gain and obesity, as well as associated diseases such as cancer, heart disease and type 2 diabetes.
For Deborah, the birth of Freesweet has been a life-changing journey. ‘I have a great sense of purpose waking up every morning knowing that I’m creating something that could be a great contribution to many lives. It was just about committing to answering a need to was right in front of me, and the drive and desire to create more in the world.’
