Mercurius Media Capital made a $1 million strategic investment in Jaca, a consumer food company focused on expanding adoption of allulose as a sugar substitute.
The investment is structured around Mercurius Media Capital’s media-for-equity model and is intended to help Jaca increase consumer awareness through access to premium advertising inventory.
Jaca is building its brand around allulose, a naturally occurring rare sugar that the company markets as an alternative for consumers seeking to reduce conventional sugar consumption.
The company said its target audience includes health-conscious consumers, particularly people between the ages of 40 and 65, as well as diabetic, keto, and other better-for-you shoppers.
Jaca also works with wholesale and co-brand partners across the broader food and beverage market.
Through the partnership, Mercurius Media Capital will provide access to its media network so Jaca can expand national advertising, educate consumers about allulose, and increase brand recognition.
The investment reflects MMC’s broader strategy of using media as a growth tool for consumer companies, allowing portfolio businesses to increase distribution and customer acquisition while preserving cash.
Mercurius Media Capital was founded in 2023 by Satyan Gajwani and Piyush Puri.
The firm said it has secured $242 million in media capital commitments, including optional commitments, through partnerships with media companies including Sinclair Broadcast Group, TelevisaUnivision, A+E Global Media, Atmosphere TV, and Entrepreneur.
Since inception, MMC has deployed approximately $48 million across its portfolio.
For Jaca, the partnership is intended to support a broader effort to position allulose as a mainstream alternative to traditional sugar.
The company said its product is 100% pure allulose and is designed to taste, bake, and cook similarly to traditional sugar.
Jaca also maintains a broader health and wellness platform that includes the SuperSelf Podcast Series and free Health & Wellbeing modules.
The company also supports the Foundation for Nutritional Equality, a nonprofit organization funded by 10% of Jaca’s profits.
KEY QUOTES:
“We’re born loving sweetness, and then we spend the rest of our lives being told it’s exactly what we have to give up. Jaca tastes, bakes and cooks like traditional sugar, without the health concerns. We’re building Jaca so no one has to choose between the sweetness they love and a healthier lifestyle. Partnering with MMC puts Jaca on national television, and that’s how we become a household name. This is the sugar we should’ve had all along.”
Pete Ferrari, Founder of Healthy For Life Foods
“Allulose is a compelling opportunity in a market that we believe is ready for something better. According to Fortune Global Insights, the global allulose market was approximately $200 million in 2025 and is projected to more than double to nearly $500 million by 2034, with North America already representing nearly half of the market. But for us, it’s not just about the size of the opportunity. We’re betting on the team, the product and the market’s ability to respond. Jaca has a differentiated ingredient, a clear consumer need and a founder with the vision to build a category. We believe our media partnerships can help accelerate that growth by putting allulose in front of millions of consumers and helping Jaca turn a promising ingredient into a mainstream category.”
Piyush Puri, Founding Partner of Mercurius Media Capital
