Indulgence Redefined: The JOᐧMO Chocolate Story

Israeli Chocolate - Dairy and Sugar Free

I eat a piece of chocolate every day, ever since I transitioned to an “everything fits” macros diet. So when I went to Tel Aviv in April, I headed to the grocery store on my first night to buy some. To my delight, I found JOᐧMO  chocolate nestled among the shelves. What caught my eye? Besides its pretty minimalist and colorful branding, it boldly proclaimed "NO SUGAR" right on the packaging. That definitely piqued my curiosity.

The bar is neatly organized like a Kit Kat, breaking into long, rectangular pieces that just melt in your mouth. And the taste? Oh, it's good! The chocolate has a creamy sweetness with a velvety sensation, while the rich cocoa brings a complex, deep flavor profile that lingers deliciously. I've tried my fair share of low-sugar or no-sugar chocolates, but most of them leave a funky aftertaste, and some end up giving me a stomachache. JOᐧMO was altogether different. No weird aftertaste, no tummy troubles – just pure chocolate bliss.

Now, let's talk about the tensions around sweet indulgence: the question of how to indulge our desire for sweet treats while honoring our aspiration to maintain good health, appearance, and energy levels. It's a balancing act to enjoy life's pleasures and make choices that support our overall well-being. Sugar overconsumption is a global health concern linked to obesity, diabetes, and cardiovascular diseases. Diabetes rates are on the rise, and it's clear that addressing sugar consumption is urgent. Balance is key: rather than designating any food as strictly off-limits, daily indulgence - in appropriate portion sizes - is an effective strategy to ensure we enjoy our food lives while preserving our physical health. (If you are interested in how eating everything can prevent overconsumption, read about the macros eating pattern here.) 

Low or no sugar sweet treats are a wonderful way to indulge our tastebuds. Naturally, I stocked up on JOᐧMO chocolate to bring back with me to Paris. 

When I got home, I reached out to Yair, the founder of  JOᐧMO, to find out more about his commitment to good taste and health protection. 

And now, here we are, diving into conversations about chocolate and low-carb eating. I can't wait to share what I discovered with you because trust me, once you try  JOᐧMO  chocolate, you'll never look back.

---

You were in engineering prior to founding  JOᐧMO chocolate. How did you make the switch, and has your background in technology influenced your approach to carving out your space in the chocolate industry?

After 30 years in high-tech, I was looking for my next challenge. I explored countless ideas and my wife rejected nearly all of them. She encouraged me to consider chocolate, recognizing its potential. In 2013, we acquired an old chocolate company called Ornat, specializing in chocolate gifts for B2B  customers (i.e. manufacturer to wholesaler). 

My vision was to elevate it into a leading chocolate brand. Seeking to innovate and increase quality, we tried out literally hundreds of product ideas - from box re-designs to adapting the chocolate itself. I quickly learned the challenges of the market—gifts needed to be impressive yet affordable, amid tough competition. Kosher was an important value to me, but in the context of the global market we needed additional selling points. 

Drawing from my experience in high-tech, I realized that mere evolution wasn't enough; we needed a revolution. This led to the debut of our innovative spreadable chocolate at SIAL Paris in 2016, which in the end was a marketing mistake. This journey taught me that true innovation can reshape the chocolate industry.

Could you share the backstory behind creating  JOᐧMO  and its focus on sugar-free, dairy-free chocolate products?

JOᐧMO stands for the “Joy Of Missing Out Milk and Sugar”. There were personal factors that motivated me to develop JOᐧMO: my own pre-diabetes diagnosis, my family's vegan lifestyle and my engineering background.

The freedom and flexibility that came with Ornat being my second career meant that I was keen to offer assistance to other food startups. I enjoyed engaging to share advice on materials, discuss experiment outcomes and help with initial product development. Being part of an exploratory dialogue with other food innovation companies of course advanced my own thinking too. 

One particularly inspired group, whom I met when I was starting out with Ornat, sought to innovate by integrating herbal medicine into food, starting with chocolate. At that time, there was a noticeable absence of delicious, sugar-free chocolate options for them to work with. To meet this challenge, I began developing sugar-free, dairy-free JOᐧMO chocolate. Today, this food innovation startup group is called SolvEat and I am a member of it.

Despite the common belief that lactose cannot be removed from chocolate, my engineering mindset views lactose (which is from milk) as a sugar and therefore, it follows that making our products plant-based would remove the lactose, making the product vegan and sugar free all in one. plant-based. 

My mission with JOᐧMO was to create a plant-based product using quality, kosher ingredients free from sugar and carbohydrates. With the assistance of the  Vegan Friendly organization in Israel, we achieved this mission. Our products, released in December 2022, remain unique globally, delivering recommended sweeteners without sacrificing taste.

Given the global health concerns associated with sugar consumption, how does  JOᐧMO contribute to addressing issues like obesity and diabetes?

Health organizations warn that sugar has become a major epidemic of the 21st century, affecting millions worldwide, and is particularly concerning for younger generations. JOᐧMO allows people to enjoy chocolate without sugar, offering portion control with bars divided into portion-sized strips. Feedback from diabetic communities indicates stable sugar levels post-consumption.  JOᐧMO provides a sweet solution for people dealing with diabetes and prediabetes, and for people seeking to reduce or avoid sugar.

Transitioning to a healthier lifestyle often involves dietary changes. How has reducing your own sugar intake impacted your life personally?

I found out I was becoming pre-diabetic during routine health tests. My dietitian advised cutting sugar and carbohydrates, favoring proteins and vegetables. JOᐧMO chocolate is not just a business venture for me: it offers me a personal solution! I want to enjoy chocolate while managing my prediabetes through my diet. 

I want to be healthy and enjoy delicious sweets in moderation. I’ve rceently set the new goal to use JOᐧMO  chocolate sweetening solution (we  call it SugerNess) for other sweet products.  I’m actively working, with partners on additional products: chocolate spread, protein bars, ice cream, marzipan, cakes and cookies, and a sweetener for coffee.  

With your extensive research on sugar and its health impacts, could you provide some key guidelines for sugar consumption?

While not a medical professional, I've learned from experts like Mrs. Liron Midan. Her guidance emphasizes eating carbohydrates in moderation and personal monitoring of sugar levels to understand how specific food affects your blood sugar levels - this can vary from person to person. After my personal journey with prediabetes and changing my eating habits, I advocate for carbohydrate reduction, portion control, and enjoying life responsibly.

 JOᐧMO 's products align with low-carb diets, sugar reduction and veganism. How do you ensure your chocolate remains healthy and flavorful without traditional sweeteners?

JOᐧMO prioritizes sustainability and health, with the vision: sugar free, milk free and ingredients from good and healthy natural sources.

Carbohydrate content is crucial, as carbs convert to sugars and affect blood glucose levels. Experts highlight the importance of net carbs—those that directly impact blood sugar.  JOᐧMO  products, depending on type, contain less than a third of listed carbohydrates as net carbs, making them suitable for Keto and similar low-carbohydrate diets.

The selection of sweetener is important: there are plant-based, sugar free sweeteners that leave a terrible aftertaste, which is why you haven’t enjoyed every sugar-free chocolate you’ve tasted! We use five recommended natural sweeteners from natural sources, and we have a unique production process. Whatever future changes we make to our recipe, we will always prioritize quality ingredients, health and taste!

Can you elaborate on the SugarNESS sweetening solution used in JOᐧMO  products?

The spectrum of sweeteners can be categorized into distinct groups, with considerations for their suitability in diabetic diets and taste preferences. Common sweeteners fall into two main categories: those deemed palatable but not recommended for diabetics, and those recommended for diabetics but less appealing in taste. Many reduced-sugar products on the market rely on fibers like inulin or Maltitol, which, despite being marketed as sugar substitutes, are not optimal solutions for (pre)diabetes management due to their impact on blood glucose levels.

SugerNESS comprises a blend of five recommended sweeteners derived from natural sources, prioritizing refined sweetness without lingering aftertastes. 

In the FoodTech sector, a wide array of sweetening solutions is under development. Some of these innovations fall under the category of novel foods, requiring lengthy approval processes. Others leverage existing sweeteners with unique production techniques, often suitable only for oil-based applications such as chocolate, spreads, and mousses, but not compatible with water-based products like pastries, gelato, desserts, and candies. SugerNESS offers a 1:1 replacement for sugar and can be seamlessly integrated into all sugar-containing products, showcasing its versatility across various food applications.

You mentioned the potential of SugarNESS beyond chocolate. Can you provide insights into  JOᐧMO 's future plans for product expansion?

We've launched chocolate covered dragee and chocolate spread, and we are currently developing more recipes for protein bars, marzipan, and pralines. All products will be sugar-free, dairy free and delicious.

For those eager to try JOᐧMO, where can they find your products?

Currently, our chocolate is available only in Israel, mainly in natural stores, delicatessen, small exclusive grocery store chains and through our hebrew website (where you will also find a list of stores). It is also available in Ben-Gurion duty free. And very soon it will be available in Brooklyn.  We are looking for distribution in other countries too - definitely France!

---

I hope you enjoyed learning about JOᐧMO delicious, sugar-free, and dairy-free chocolate, and I encourage you to try JOᐧMO chocolate soon. Sadly, last night I finished my last piece of JOᐧMO chocolate from my stash. This is just another reason for me to plan another trip to Israel soon.

Am Yisrael Chai

Kenden