
Natural Sweeteners Founders Kasia and Graeme Biggin at the Institute of Food Technologists (IFT First) Expo in July
NEWARK – The tipping point that told Kasia Biggin her idea to make zero-calorie sweeteners like stevia taste better came when her team attended the Natural Products Expo West in California in March.
“We brought samples of our sweeteners and marketed them by approaching all of the companies that we wanted to get a review from,” says Kasia, who started the company this past February. “The reviews came back so positive that we decided this was our moment to move forward.”
But the even bigger news for Natural Sweeteners came in November, when the woman-owned business won $100,000 through the EDGE Grant to supercharge their mission of helping manufacturers reduce sugar to create healthier products.
The team presented their innovative product, Super Sugar—an easier and more cost-effective alternative to traditional sweeteners – to the judges.
Made in the USA, Super Sugar is a 100% natural sweetener derived from plant sources that offers twice the sweetness of sugar without compromising on taste. Natural Sweeteners’ pitch is that Super Sugar delivers a familiar sugar flavor at a lower cost, saving manufacturers money on expensive sugar supplies.
Founder Kasia Biggin was first introduced to stevia while working in business development for Durabilis. Originally from Poland, Kasia has worked in commercial roles across the UK, Singapore, and the United States, and has been involved with stevia since 2020.
“I was using stevia at home and making my own sweeteners with it to sweeten my breakfast,” she shares. “I like having something sweet, but I don’t want to start my day with far too much sugar.
After the company closed its doors, Kasia decided to start her own business. She shared her vision with colleagues, who found the idea compelling and joined her in this venture.
Filling the gap
Natural Sweeteners President Graeme Biggin (Kasia’s husband) explains that many of today’s zero-calorie sweeteners simply don’t taste good. In addition, improving their flavor can be costly due to the high-tech processes involved.
That’s where Super Sugar comes in, which is cheaper and easier to formulate than alternatives.
“With their product, beverage makers can cut costs by using less sugar and sugary ingredients, while consumers can make healthier choices with half the sugar,” says Noah Olson, Director of Innovation at Delaware Prosperity Partnership.
In addition to marketing Super Sugar, Natural Sweeteners is also innovating with stevia and exploring other natural sweeteners, such as monk fruit, coconut sugar, and fructan syrups, to offer even healthier alternatives for the industry.
The EDGE Grant’s impact on Natural Sweeteners
Conducted twice a year, the Delaware Division of Small Business’s EDGE Grant competition supports early-stage businesses that are less than 7 years old and have fewer than 10 full-time employees. Natural Sweeteners was selected as one of this year’s winners, earning $100,000 to enhance its marketing efforts and help offset regulatory costs.
“The biggest challenge for us has been getting people to taste our products, and the EDGE grant will help us get in front of more customers,” Graeme says.
This includes pursuing more opportunities to meet manufacturers where they are and accelerate their product development pipeline.
As Natural Sweeteners grows, its vision is to create a hub for natural sweetener solutions.
“Our hope is for companies to see that our technology works, use it locally, and then spin off new healthy businesses based in Delaware,” says Graeme.
Lessons learned for Natural Sweeteners
Kasia and Graeme have learned many valuable lessons throughout their journey. First, they emphasize the importance of building a strong team.
“Our team is made up of experienced professionals from the food and beverage industry, and each person brings unique value to the table,” says Kasia.
In addition, she said, make sure to do your homework beforehand.
“Before fully investing ourselves in the company, we did small market research and talked to the key customers that we wanted to sell to,” she adds.
And when building a successful business within the food and beverage industry, remember that patience is a virtue.
“It can take a long time to finalize a sale,” Kasia notes.
Finally, don’t underestimate the power of leveraging your local community. The Natural Sweeteners team has received tremendous support from Delaware state groups, including the Delaware Small Business Development Center.
Delaware’s proximity to New York City and Washington DC has also given the company access to a large consumer base, and the networking opportunities are endless.
“One of the great things about being based in Delaware is there’s a really good startup ecosystem for small companies,” says Graeme Biggin. “We’ve made so many great connections just from being here and connecting with other small companies and government agencies.”
The Natural Sweeteners team is excited to continue driving positive change by providing healthier, more affordable solutions that empower consumers to make better choices.
Olson says, “Natural Sweeteners is unlocking new growth opportunities, and with support from both the local startup ecosystem and state programs like the EDGE grant, they are poised for national success.”
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