This miracle fruit has miraculin, a protein 200 times sweeter than sugar, a negative calorie novelty alternative to sugar (when paired with sour fruits). Why should it be widely used as a healthy alternative to sugar?
Of the five human senses, taste is the one we always associate with expectations of pleasure and sweet sensation. But too often, this comes at a cost. There goes the spike in our sugar level leading to lifestyle inconveniences such as diabetes and unwelcomed heart diseases.
Did you know?
21% of global packaged food sales are from sweet snacks.
This is the combined sales of confectionery, cakes, ice cream, sweet biscuits and pastries. While pastries are well-loved in the Asia Pacific region, confectionary leads in Europe.
This suggests the simple truth about human nature which has never been more obvious. We are always bound to succumb to our cravings for foods high in both sugar and fat, and if given the choice to consume in excess, we will.
Perhaps this turning point tells us that the way forward is to work with our cravings, rather than attempt to deny their existence.
While it has always been the goal to experience the guilty pleasure of sweets free of both sugar and artificial flavoring, nothing comes close to tasting almost the real thing.
Lemon to lemonade? Now possible.
Meet Miraculin
Our tongues work wonders! It has different receptors to identify sweet from sour, sweet to bitter. Just like sugar and artificial sweeteners, the miraculin in the miracle berry binds to your sweet taste receptors, but far stronger.
Miraculin lives to the hype of its derivative name, miracle, as this taste-changing and shape-shifting protein is responsible for this phenomenon. In a previous blog, we explained the mechanism behind this. Read more about it here.
The fascination with sweeteners
We understand that consumers will rarely give up their need for natural and high potency sweeteners, which are great in taste. At the same time, such sweeteners should pass the acceptance level of what is natural for a consumer. It should give a clean and sugar-like taste that consumers will find credible.
Studies suggest that there exists a good correlation between ‘great taste’ and being perceived as ‘natural’ by consumers. If a natural sweetener imparts off‑tastes or a lingering sweetness that is evidently uncharacteristic to sugar, consumers might perceive the product to be artificially sweetened, regardless of its claims of natural origin.
Then came the Miracle Berry by Richberry
It is this magic ‘sour to sweet’ sensation that has made miracle berry a hit among the health-conscious whose affection for flavor never fades.
Try a slice of lemon and remember how sour it is. Afterward, allow half of Richberry and chew for around 30 seconds. Taste the same lemon and all the sourness is forgiven and forgotten. What you once recognized as sour is not pleasantly sweet and delicious. This is quite an exciting discovery for people whose faces light up with wonders when they experience this sour-to-sweet magic for the first time.
That’s not even the best part, yet.
Does your calorie increase with a sweetener like Richberry? No.
Indeed, consuming the berry before you eat a sugar-free dessert will provide you with your quick ‘sweet fix’ without the sugar and the added-calorie.
This is perfect for the likes of you who want something sweet but natural.
Curious about the sour-to-sweet reversal experience? Try it for yourself with Richberry.
Reference:
Cox, D. (2014). The 'Miracle' Berry That Could Replace Sugar. The Atlantic. Retrieved 25 May 2021, from https://www.theatlantic.com/health/archive/2014/05/can-miraculin-solve-the-global-obesity-epidemic/371657/.
Key Trends and Drivers in Global Sweet Snacks Consumption | Market Research Report | Euromonitor. Euromonitor.com. (2021). Retrieved 25 May 2021, from https://www.euromonitor.com/key-trends-and-drivers-in-global-sweet-snacks-consumption/report.