CraveX is a science-backed platform focused on helping people take control of their cravings, starting with sugar.

We live in a world where sugar is everywhere. It’s built into our food systems, normalized in our routines, and reinforced through habit. Over time, this constant exposure doesn’t just shape what we eat, it reshapes how we crave.

CraveX was created to interrupt that cycle.

Our first product, CraveX Craving Control Gum, is a science-backed functional gum designed to help people take control of their sugar cravings anytime, anywhere.

Formulated with Gymnema sylvestre, a plant studied for its ability to temporarily reduce the perception of sweetness, CraveX works at the level of taste, targeting sweet taste receptors to reduce the appeal of sugary foods in the moments you would normally reach for them. The result is a simple, immediate way to shift behavior without relying on willpower alone.

No injections. No pills. No complicated routines. Just a functional peppermint gum you can use whenever cravings hit.

CraveX was built by UC Berkeley students Jonathan Lee (Biology & Business, Haas) and Sky Gastinel (Data Science & Neuroscience). After a stressful finals week at UC Berkeley, the founders were sitting at their study table exhausted—surrounded by candy wrappers, empty donut boxes, and sugary snacks they had been reaching for all week. Looking at the mess, Sky turned to Jonathan and asked a simple question: why is sugar so addictive?

What began as a simple question evolved into a deeper exploration of biology, behavior, and consumer habits, ultimately leading to a platform designed to give that control back.

This isn’t about restriction. It’s about awareness, choice, and building better habits over time.

Because real change doesn’t just come from avoiding cravings.
It comes from learning how to overcome them.

CraveX

Jonathan Lee

This department focuses on integrating marketing strategies with technological advancements to enhance brand visibility and engagement.

CraveX

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CraveX

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Teams

Marketing and Technology

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