Startup Directory

Sweet Defeat

Arianne Perry ’14BUS launched Sweet Defeat with the mission to help millions of people lead healthier lives by eating less sugar.  More than an incredible product; Sweet Defeat is the key to making better, healthier food choices and achieving a low sugar lifestyle.

Sold under the brand names Sweet Defeat and Crave Crush, 2017 was an incredible breakout year, including published clinical studies, media attention, a national retail partnership, and online sales success.

Clinically proven and comprised of five high quality, plant-based ingredients, Sweet Defeat is a patented mint lozenge with the unique ability to help stop sugar cravings within seconds.  It’s main ingredient, gymnema, hinders the ability to taste any sweetener (natural, added, or artificial) and breaks the sugar craving cycle.  Anyone can use Sweet Defeat every day to eat less sugar and make better, healthier food choices.

Two Clinical Studies demonstrating that Sweet Defeat reduces consumption of and desire for high sugar foods have been published in peer-reviewed journals.  Gymnemic acids lozenge reduces short-term consumption of high-sugar foods by Eric Stice, PhD of the Oregon Research Institute was published in the Journal of Psychopharmacology and Crave Crush lozenges containing gymnemic acids reduce consumption of high sugar foods by Dr. Sion Nobel was published in Advancements in Medicinal Plant Research.

The product has been featured in Bloomberg Business WeekWell + Good, New York Magazine, The Huffington Post, Allure, on Buzz Feed, and in Tim Ferris’s Five Bullet Friday.  Trade Press such as the Progressive Grocer and National Vitamin Retailer have also featured Crave Crush as a stand out product of 2017.

Sweet Defeat is sold as a subscription on  Crave Crush is for sale nationwide in The Vitamin Shoppe (NYSE: VSI), in premium pharmacies in New York City such as Zitomer and Willner Chemists, and across the country through independent health food stores.  Available on Amazon Prime, Crave Crush has achieved Amazon Choice status.

Check out Sweet Defeat’s latest press release and follow them on social @sweetdefeatlozenges, or buy a box for yourself or a friend on!