Better-for-you Indian Sweets by a US-Based Startup

Mithai holds a cherished place in Indian cuisine, celebrated for its rich flavors and cultural significance during festive occasions. However, these traditional sweets are often laden with sugar, fat, and carbohydrates, leading to blood sugar spikes and excessive calorie consumption. Existing "sugar-free" alternatives frequently miss the mark, relying on artificial sweeteners that may still affect glucose levels and fail to capture the authentic taste and texture of mithai.

Addressing this gap, US-based startup Swedian Foods has introduced a groundbreaking approach to reimagining mithai for modern dietary needs. Marketed under the brand “Rohit's - The Original Light Mithai” in the United States, their products boast a low glycemic index, reduced net carbs, low calories, and zero added sugar. This innovative range provides a healthier option without compromising on the essence of traditional sweets.

At the heart of Swedian Foods' patent-pending innovation is the use of Esterified Propoxylated Glycerol (EPG). This ingredient, present in amounts ranging from 1% to 38% of the product's composition, mimics the creamy texture and rich mouthfeel of fats while drastically reducing caloric content. EPG enables the sweets to maintain their indulgent quality, redefining how healthier confections can taste.

Complementing this is the inclusion of natural sweeteners such as Allulose, Stevia, and Erythritol. These ingredients, comprising 1% to 40% of the product, provide the desired sweetness without causing harmful glucose spikes, ensuring the sweets remain suitable for individuals managing diabetes or adhering to keto-friendly diets. The base ingredients include dairy products and flours like wheat or chickpea, which preserve the authentic taste, structure, and appeal of traditional mithai.

With this innovative approach, Swedian Foods is transforming the mithai landscape, offering health-conscious consumers an opportunity to enjoy the rich heritage of Indian sweets guilt-free. Their commitment to balancing tradition with modern nutrition makes them a trailblazer in the evolving world of healthier confections.