Joywell Foods
1 known investors
Joywell Foods (Oobli) produces sweet proteins found in rare fruits and berries that taste like sugar but digest like protein, and can replace up to 90% of sugar in products such as beverages and baked goods. It supplies these ingredients to food companies as an alternative sweetener.
Also known as Joywell Foods · Miraculex · Oobli
Investors · 1
Company profile
researched Aug 2026Joywell Foods, operating under the Oobli brand, develops and commercializes sweet proteins — proteins found in rare fruits and berries that the company says taste like sugar but digest like protein. Oobli positions these as the first and only protein sweeteners, marketed as "the happiness protein," and states they do not cause blood sugar spikes and do not affect the gut.
The company markets the ingredient for use across food and beverage categories, citing applications such as lemonade, vitamin gummies, croissants, protein shakes, ketchup, yogurt, smoothies and nut butters, and states that sweet proteins can replace up to 90% of the sugar in products ranging from beverages to baked goods. Alongside its ingredient business, Oobli sells its own consumer chocolate line directly through its website, including dark chocolate bars and minis and milk chocolate minis and bars, priced from roughly $11.99 to $21.99 per item.
Business model
Oobli supplies sweet protein sweetener ingredients to food and beverage companies through partnerships, and also sells finished consumer products — branded dark and milk chocolate bars and minis — direct-to-consumer via its website.
Revenue derives from sales of sweet protein ingredients to food industry partners and from direct online sales of Oobli-branded chocolate products.
Traction
The company cites partnerships with large food companies and media coverage, and offers a consumer chocolate range in which some SKUs are listed as sold out; specific volumes or customer names are not disclosed.
▸Full profile — market position, technology, go-to-market
Market position
Oobli describes its sweet proteins as the first protein-based sweeteners, distinguishing them from artificial and other alternative sweeteners by claiming no aftertaste, no blood sugar spikes, no gut impact, and versatility as a sugar replacement of up to 90% in formulations.
Technology
The company's products are based on sweet proteins, a class of proteins occurring in rare fruits and berries that deliver sugar-like sweetness while having the molecular structure and functionality of a protein, which the company states means no impact on blood sugar levels and no aftertaste.
Go-to-market
A dual approach combining ingredient partnerships with food companies ("Partner with us") and a direct-to-consumer chocolate line that demonstrates the ingredient in a finished product; the company also highlights third-party chef, dietitian and media commentary.
Food and beverage manufacturers seeking sugar reduction across categories such as beverages, baked goods, gummies, dairy and condiments, plus consumers buying Oobli-branded chocolate directly.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
▸Research sources · 1
primary sources listed
- Joywell Foods fka Miraculexjoywellfoods.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Joywell Foods do?
- Oobli (Joywell Foods) makes sweet proteins from rare fruits and berries as a protein-based sugar replacement.
- Who are Joywell Foods's investors?
- Joywell Foods's investors include Flucas Ventures.