On October 8, 2026, Mercurius Media Capital, a U.S.-based venture capital firm pioneering the media-for-equity model, announced a US$1 million strategic investment in Jaca, a consumer food company built around allulose, a natural rare sugar substitute. The partnership is designed to help Jaca build category awareness and reach consumers who want to reduce their conventional sugar intake. Through this investment, Jaca will gain access to MMC's premium media network and national television advertising inventory.
A Media-First Growth Strategy
Jaca will use MMC's media resources to educate consumers about allulose, build brand recognition, and drive awareness at scale. The company targets health-conscious and sugar-reducing Americans, especially consumers ages 40 to 65, including diabetic, keto, and better-for-you shoppers. It also serves B2B and co-brand partners across the food and beverage ecosystem, broadening its reach beyond direct-to-consumer sales.
Market Opportunity and Consumer Demand
With 77% of Americans trying to cut back on sugar, Jaca is focused on expanding awareness of allulose as a replacement that delivers the taste, baking performance, and versatility consumers expect from sugar. The global allulose market was approximately US$200 million in 2025 and is projected to more than double to nearly US$500 million by 2034, according to Fortune Global Insights. North America already represents nearly half of that market, making the region a critical growth area for Jaca.
Product Differentiation and Certifications
Jaca is 100% pure allulose and is diabetic friendly, keto friendly, vegan, Halal, Kosher, non-GMO, FODMAP friendly, and FDA GRAS. The product naturally activates GLP-1, causes no rise in blood glucose, and delivers the taste and baking performance consumers expect from traditional sugar with about 10% of the calories. This combination of attributes positions Jaca as a versatile option for both individual consumers and commercial food and beverage partners.
Leadership Commentary
Pete Ferrari, founder of Healthy For Life Foods, said the company is building Jaca so no one has to choose between the sweetness they love and a healthier lifestyle. He noted that partnering with MMC puts Jaca on national television, which he believes will help the brand become a household name. Ferrari described allulose as the sugar consumers should have had all along.
Media as Strategic Capital
MMC describes itself as the first media-for-equity fund in the United States, and its investment reflects a broader thesis that media can function as a strategic growth lever for consumer companies. The fund provides premium advertising inventory in exchange for equity, helping brands scale awareness and customer acquisition while preserving cash. Co-founded by Satyan Gajwani and Piyush Puri, MMC launched in 2023 and has secured US$242 million in media capital commitments, while deploying approximately US$48 million across its portfolio.
Corporate Responsibility and Community Impact
Jaca has built a community around the SuperSelf Podcast Series, which features more than 60 episodes focused on mind, body, and soul, and it offers four free Health and Wellbeing modules on its website. The company funds the Foundation for Nutritional Equality, a 501(c)(3), with 10% of profits to help feed the 40 million Americans, including 14 million children, who do not eat every day. Jaca is a Pending B Corp, placing purpose alongside profit.
This strategic investment positions Jaca to accelerate its growth and introduce allulose to millions of consumers through MMC's national media reach. The partnership underscores the growing role of media-for-equity as a practical funding model for consumer brands seeking distribution without depleting cash reserves. As Jaca continues to build its category, the collaboration could help transform allulose from a promising rare sugar into a mainstream pantry staple.