Friends and fitness advocates Diogo and Tiago launched Swee to provide a healthy yet satisfying alternative to traditional ice cream. Made with zero eggs or dairy, Swee is a creamy indulgent treat that cures the need for something sweet. Since launching in Portugal, Swee has seen great success thanks to its decadent flavors like Date Night Fondue and Chocolate Cake—all low in sugar, calories, and fat.
Recently, we caught up with Diogo and Tiago to learn more about their journey and hear their advice for fellow entrepreneurs.
1. Why did you start Swee?
Swee was born out of a need we both felt: to fill those moments when you just want to relax on the couch, watch Netflix, and indulge in a sweet treat. Being dedicated to fitness, especially during the challenging times of COVID-19, maintaining a healthy lifestyle became even tougher. We realized the options available were either bland, low-calorie ice creams or ones overloaded with sugar.
We craved something that was still creamy, rich, and tasted like real ice cream…but without the guilt afterward. There had to be a way to satisfy our sweet tooth without sacrificing our health, and that's exactly why Swee was created.
2. What obstacles did you face along the way?
Oof, where do I begin? The formula itself was a huge challenge. Creating ice cream without sugar, eggs, or dairy is incredibly difficult because those are the ingredients that traditionally give ice cream its texture. Achieving that same creaminess in a vegan ice cream was challenging, to say the least. Nailing the taste was another major challenge. Our top priority was to make an ice cream that tasted great with no compromises. We meticulously adjusted every component until we perfected a product that you wouldn't believe is actually low in sugar, fat, and calories.
For instance, we tested over 10 types of oats before finding the perfect one, and trust me, the choice of oats made a world of difference. Another challenge was figuring out how to stand out in the crowded "better-for-you" ice cream market. We needed to communicate to consumers that we were different and that they would notice the quality of our texture and taste from the very first bite. Building brand awareness, especially with limited resources at the beginning of our journey, has been, and continues to be, a challenge.
3. What lessons do you have for other entrepreneurs?
Learn as you go. Don't wait to have everything figured out before you start. The phrase "done is better than perfect" is absolutely true. Don't hesitate to get creative when resources are limited. At Swee, we've often stood out because we made the best of what we had at the time, and that approach turned out to be quite differentiating. Connect as much as you can. Nothing is achieved alone, learning from mentors and building alliances is crucial to success. At the end of the day, it's all about people.
4. What’s on the horizon for Swee?
Our immediate goal is to become as close to the consumers as possible. We want to be a part of the Californian community and make our product accessible to everyone who needs it.
Beyond that, we aim to replicate the success we had in Portugal here in the U.S. We want to build a brand that people not only love for the ice cream but also resonate with the values we stand for.
5. How do you keep work/life balance? What drives/inspires you?
Set your non-negotiables — whether it’s exercising, having dinner with your partner, or taking a walk before work. Setting these minimums ensures that you can go to bed at night feeling that work is just another part of your routine, while still nurturing other important aspects of your everyday life.
As for what drives us, it’s the vision of creating something that truly makes a difference in people’s lives. Seeing someone enjoy our ice cream and knowing it aligns with their health goals truly fuels my passion. I'm inspired by the idea that we can offer indulgence without compromise, and that motivates us to push through challenges and keep innovating.
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