Magazine lauds company’s growth

Steven Reyes / Special to the Home News

Just Like Sugar CEO Michael Sylver holds up a plaque that verifies the company’s ranking at sixth out of 500 on Inc. magazine’s ranking of the fastest-growing private companies in the country, a list that was published this month.

By Ashley Livingston (contact)

Friday, Sept. 26, 2008 | midnight

Steven Reyes / Special to the Home News

Just Like Sugar received national recognition after placing sixth out of 500 on Inc. magazine's ranking of the fastest-growing private companies in the country, a list that was published this month.

Just Like Sugar Inc. has made tremendous strides since its founding in 2003, and company officials look to an even sweeter future as its product line grows.

The local company received national recognition after placing sixth out of 500 on Inc. magazine's ranking of the fastest-growing private companies in the country, a list that was published this month.

The monthly business publication's list ranked entrepreneurial companies according to revenue growth from 2004 to 2007.

In three years, Just Like Sugar Inc.'s revenue jumped from $345,438 to $46 million.

The product, which is made at a plant near Sunset Road and Eastern Avenue, is an all-natural sugar substitute made from chicory root, dietary fiber, vitamin C, calcium and natural flavors from the peel of an orange that can be used in all of the same ways as regular sugar.

Unlike regular sugar, the product is sold in a 5.82 ounce canister that retails for roughly $7.

It boasts zero calories or fat grams and is popular among those suffering from diabetes or restricted diets.

Company CEO Mike Sylver said Just Like Sugar, which is available at Whole Foods Markets and other vendors nationally as well as in 73 countries, has received such widespread accolades because it fills a need.

"People are becoming more and more aware of dangers of artificial sweeteners, and even sugar, and are just running to this product like crazy, especially when their doctor recommends it," he said.

Sylver said the product provides an alternative to regular sugar and to chemical-laden artificial sweeteners as well as nutritional benefits because of its natural ingredients and fiber content.

"It's a product that is definitely needed. Right now there is an epidemic of adult onset diabetes in 12-year-olds and obesity in children and the main reason is sugar," he said.

While other companies may be suffering, the country's current economic woes aren't casting any shadows on Sylver's outlook for the future.

He said he feels his product is recession proof.

"Once someone tries it and sees how much better they feel and how their health improves and how it's helping their children, it becomes a necessity," he said.

Preparing for more growth, the company's plant is currently under renovation.

Sylver said once construction is complete, more than 200 people will be employed there.

Sylver said he chose Las Vegas as the location for the plant partially because he has lived here since 1976 and partially because his product absorbs moisture.

"Being that Las Vegas is very dry compared to other parts of the country, the weather is suitable for manufacturing," he said.

In addition to the sugar substitute, the company hopes to soon debut a number of other products including flavored fiber drinks, a brown sugar substitute, a candy line and chewing gum.

Ashley Livingston can be reached at 990-8925 or ashley.livingston@hbcpub.com.