Press Coverage

June 11, 2003
“The Good Life” The Oakland Tribune

For a sweet shot of something a whole lot more interesting than white sugar, check out the line-up of Sugarshots, liquid sugar formulated by a group of San Francisco entrepreneurs.

Introduced by Williams-Sonoma just this week, the slightly viscous sweeteners dissolve instantly, and are perfect for iced tea, coffee or even a plate full of pancakes. Founder Matt Schow says the idea for the sweeteners was born last year over a pair of iced teas. He and a colleague came up with the idea, researched it, found financial backing and started making it within months. The concept, Schow says, was to provide a way to sweeten a drink from the top to the bottom, instead of adding way too much sugar because the sugar won't dissolve quickly enough.

Sugarshots, which will never re-crystallize, come in original, organic, turbinado and sugar free flavors. Three of the four have that expensive-sugar taste, with a hint of molasses. The "free" version is all natural and tastes like real sugar because it is made by binding fresh fruit sugars to grain dextrin, which forms carbohydrates.

Sugarshots come in 4-ounce, 12.65-ounce, 16-ounce, and half-gallon sizes. Prices start at $4.99 for the 12.65 ounce original to $9 for the 16-ounce, available through Williams-Sonoma. For more information or to order online, visit www.sugarshots.com.