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Revolutionary new natural sweetener launches in Whole Foods, Fresh & Wild and independent health stores across the UK.

Throw out your sugar, artificial sweeteners, honey and other syrups. Sweet Freedom has arrived! Sweet Freedom is an all-natural, ‘guilt free’ sweetener made from 100% fruit, with nothing else added: no colours, no additives and no preservatives. And better still it has 25% less calories than sugar, has a low GI and GL and is suitable for diabetics.

Sweet Freedom syrup is an all natural sweetener made from just three ingredients; apples, grapes and carob that tastes and sweetens just like sugar.

Developed by two ‘foodie’ friends, Tina Michelucci and Deborah Pyner; both cooks with a passion for healthy, natural foods, Sweet Freedom has just launched in Whole Foods, High Street Kensington and Fresh & Wild stores. “After three years in development, we are overwhelmed with the reception so far and initial sales, it’s a delicious foodie product with added health and weight loss benefits and so has a wide appeal” said Tina Michelucci. “Whole Foods are even using Sweet Freedom in their restaurant and coffee shop for their customers to use as an alternative to sugar in their drinks. Despite being a syrup because it’s in a top down squeezy bottle with a drip free cap, it’s very clean and easy to use.”

Deborah Pyner said “We wanted to create a natural sweetener, a multipurpose sugar alternative that people can feel confident in choosing for all the family. It’s great for people who are on a diet, as well as diabetics and others who want to avoid sugar for health reasons.”

Sweet Freedom is available in two multipurpose syrups:

• Sweet Freedom Mild has a lovely neutral sweetness and works for all uses from sweetening tea through to baking.
• Sweet Freedom Rich has a delicious toffee-like taste and works beautifully in coffee and anywhere you would prefer a richer, deeper sweetness.

Just a few of the many uses for the product include; sweetening hot and cold drinks, drizzling over porridge and cereals, spreading on toast instead of honey, using in cooking and baking, making ‘no added sugar’ cakes, puddings and desserts, dressings, sauces, ice cream and ice lollies.

Janey Lee Grace, ‘queen of natural products’ and co-presenter on Radio 2 with Steve Wright and Channel 5’s The Wright Stuff has made it one of her recommended products - “This is a Godsend, the kids love it on porridge - a wonder product!”

Sweet Freedom is available now.

In addition to Whole Foods and Fresh & Wild, Sweet Freedom is also now available at quality independent health food stores and delis across the UK (Planet Organic from January). Also available online at www.sweetfreedom.co.uk.

Sweet Freedom retails from £2.69 for a 300ml (420g) bottle and as it is sweeter than sugar you can use less making it a cost effective option. All natural, low GI /GL and it tastes delicious. It is the only sweetener you’ll ever need in your kitchen.

- Ends –

Notes for editors:

Quick Facts:

• Made from 100% fruit; apples, grapes and carob
• NO colours, additives or preservatives
• Water extracted using no chemicals or enzymes unlike many other sweeteners
• Low GI and low GL and suitable for diabetics
• 25% less calories than sugar and sweeter than sugar
• Contains only naturally occurring sugars from fruits
• Suitable for vegetarians and vegans (honey isn’t vegan)
• GM free and gluten free
• 2.3 million people with diabetes in the UK
• Half a million people have the condition but are unaware of it
• The last 30 years has seen a threefold increase in the number of cases of childhood diabetes
• Honey sales have grown by 48% since 2002 and predictions are that this will continue to rise as usage occasions increases and customers look for natural sugar alternatives. People avoiding sugar are using honey in drinks and cooking.

*Sweet Freedom is timely due to the current worldwide honey shortage and the recent research suggesting that Splenda may cause weight gain, kill good bacteria in your stomach and reduce the efficacy of medications. Source: Journal of Toxicology and Environmental Health, Part A Volume 71, Issue 21, Pages 1415-1429.

More info about the creators of Sweet Freedom -

Two ‘foodie’ friends, Tina and Deborah both passionate cooks, with a penchant for finding new and exciting ingredients and creating healthy but indulgent recipes decided that their Holy Grail was to create something to provide a natural, healthier sweetness that was also ‘guilt free’.

They didn’t want to use sugar or artificial sweeteners in their drinks or recipes. Being ‘foodies’ their criteria was always delicious first and foremost.

They also wanted practicality and so once they had perfected their syrup recipe they decided it had to be in a non drip, no fuss bottle. They made it for their own use primarily but word soon got out, friends and relatives requested and everyone loved it – hence launching in Whole Foods and across the UK this month.

So three years after the initial brain cell spark and with a sprinkling of grey hairs Sweet Freedom is now selling like ‘hot cakes.’

They are SO excited about seeing their own creation in the window when they do their weekly shop at Whole Foods and can often be found in the restaurant upstairs having their lattes sweetened with Sweet Freedom as it’s now offered as a sugar alternative! Do say hello if you spot them although be warned they both talk for England ...

Before giving up their jobs to embark on their quest for Sweet Freedom Tina ran a Restaurant and Conference Centre and Deborah ran the Craft and Food Market at Covent Garden.

Tina was brought up on a farm close to Sherwood Forest and Deborah hails from Dorset.

Contact: Tina Michelucci or Deborah Pyner
Tel: 0207 328 8490
Email: tinam@dietfreedom.co.uk or deborahp@dietfreedom.co.uk
Come and see us at the BBC Good Food Shows, London 14th - 16th November Stand FLF22
and Birmingham – 26th - 30th November Stand FLF38.

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