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Delivering sweetness naturally

  • Thursday, October 28, 2021:9:00 AM - 11:00 AM
  • Location: Lower Level, South Pacific A


Even before COVID-19, and certainly now in its wake, personal health has taken center stage in consumers’ minds. As a result, sugar’s role in the diet continues to be scrutinized, giving natural sweeteners a chance to shine. Natural ingredients are available to replace or reduce sugar, but they can affect factors ranging from formulation and cost to taste and user experience. A few standout categories lead the way in sugar replacement, and more are sure to emerge soon.

This session will cover:

  • Consumer attitudes and perceptions about sugar, as well as specific natural sweeteners.
  • The latest ingredients and categories seeing the strongest growth using natural sweeteners, including confectionery, bakery, beverages (juices, soft drinks and RTD), dairy, dressings/marinades/sauces, etc.
  • The role sugar still plays, especially in its “healthier” forms, such as agave, honey, raw sugar and more.


9:00 - 9:05am     Opening remarks 

Emcee: Alex Smolokoff, Associate Editor, Natural Products INSIDER

9:05 - 9:30am     Consumer Insights 

Speaker: Lu Ann Williams, Co-Founder & Global Insights Director, Innova Market Insights 

Over the last several years, use of and demand for clean label sweeteners has been on the rise. Who are the consumers leading this charge? Why are they eschewing sugar and artificial sweeteners? This presentation will cover the last available consumer data looking to answer the questions: Who is seeking natural sweeteners, and why?

9:35 - 10:20am      Zero Calorie Sweeteners 

Moderator: Tim Avila, Founder, Systems Bioscience, Inc. 

Speakers: Chris Noonan, Managing Partner, HG Formulations LLC 

Jay Hinrichs, Senior Developer, HG Formulations LLC 

Sweetener systems continue to evolve, and zero-sugar terminology now reigns supreme—but what does that look like? With myriad available options, what’s a brand formulator to do to meet the taste and health desires of today’s consumer? We’ve assembled three innovators and formulators to discuss the latest in ingredient options, formualtion considerations and how to get the best product to the consumers who seek it.

10:25 - 11:00am     Brand Discussion 

Moderator: Alex Smolokoff, Associate Editor, Natural Products INSIDER 

Speakers: Sam Stroot, Co-Founder and COO, GoodSam Foods 

Josh Field, Chief Innovation Officer, Killer Creamery 

Knowing the market, choosing the best ingredients and formulating those ingredients into a tasty food or beverage is no small feat. To close this session, we will hear from some of today’s leading food and beverage brands about their trials and successes and the processes they undertook to create naturally sweetened products that look and taste great.

Produced with:

Underwritten by:


Alex Smolokoff
Associate Editor
Food & Beverage Insider
Chris Noonan
Managing Partner
HG Formulations LLC
Jay Hinrichs
Senior Developer
HG Formulations LLC
Josh Field
Chief Innovation Officer & COO
Killer Creamery
Lu Ann Williams
Co-Founder & Global Insights Director
Innova Market Insights
Sam Stroot
Co-Founder & COO
GoodSam Foods
Tim Avila
Founder & CEO
Systems Bioscience, Inc.