HappyTapi Ltd - Prebiotic Sweetener for Healthier Diets
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Founder and CEO, Maldonade Da Silva Guimaraes created HappyTapi - the UK's first tapioca-based prebiotic sweetener range, launching two SKUs that replace sugar 1:1 while delivering gut health benefit, secured listings on Holland & Barrett marketplace and Amazon UK, and built the brand entirely as a solo founder.
With no food industry background, a limited budget, a novel ingredient was introduced – IMO, that consumers had never heard of, in a category dominated by established brands with far greater resources and retail presence.
Holland & Barrett marketplace and Amazon UK listings, IFE 2026 exhibition with 50+ warm trade leads, Vanity Fair, GQ, British Vogue and House & Garden media coverage, and a growing pipeline of retail and wholesale conversations, all within Year 1 of launch.
As founder, Maldonade worked with Holland & Barrett for blending and marketplace distribution, and a growing network of trade contacts, distributors, and media partners built through IFE 2026.
HappyTapi Ltd is expanding into independent health retailers and supermarkets, growing DTC subscription revenue through happytapi.com, and developing new product lines to extend the HappyTapi IMO prebiotic range.
Judges' Comment
“An impressive and clearly told journey, bringing together the key elements needed to create an accessible alternative to sugar. The science-informed concept, linking sugar reduction with added fibre, and the ambition to build a new functional sweetener category is impressive. For a start-up with limited resources, this was a highly innovative challenge, supported by a strong product purpose and clear nutritional information.”
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