Founder Spotlight: Diogo Valente (Swee)

Meet Diogo Valente

Swee is a frozen dessert brand that delivers all the indulgence of traditional ice cream without the guilt. With 90% less sugar than conventional options and a fully plant-based recipe, Swee proves that happiness doesn’t need sugar, cream, milk, or eggs- it just needs a scoop of something extraordinary.

Location:

Lisbon, Portugal & New York, New York, USA

When did you launch the business?

2021

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Startup Stage?

Early Stage

What led you to where you are today?

We wanted a solution for those moments when all you crave is a sweet treat to accompany a Netflix binge —but without the sugar overload and guilt that usually follows. And because healthy options shouldn’t feel like an obligation; they should be a choice. A choice made because they’re truly satisfying and deliver on their promises. In the frozen dessert space, we noticed a gap: options were either low-calorie and natural but lacked taste or were loaded with sugar. That’s where Swee comes in, redefining indulgence with every scoop.

What do you wish you knew before embarking on your entrepreneurial journey?

In the beginning, you wear all the hats, juggling every task yourself. But as you grow, you realize the importance of delegation and trusting others to carry your vision forward. This can be challenging, but building the right team is everything. Early on, every individual’s effort is vital- not just for operations but also for shaping the future of the brand.

What is the most difficult decision you've had to make regarding your business so far?

Expanding to the United States was our boldest move yet. Coming from Portugal, we could have chosen to grow closer to home, where things felt more familiar. But we decided to take the leap into the U.S. market, despite having no prior knowledge or network. This decision wasn’t about comfort—it was about doing what’s best for the brand. The U.S. market is where we see the greatest need, from food systems to evolving consumer habits. It’s also a trend-setting market, and we believe our product can make a real difference here by offering a solution that satisfies both health goals and happiness.

What can you help the VEGPRENEUR community with?

We’re eager to share our experiences and learnings about the U.S. market, the retail industry, and the challenges of launching a CPG (consumer packaged goods) brand. Collaboration is key- by helping each other, we can make vegan and healthy options more accessible for everyone.

How can the VEGPRENEUR community help you?

The chance to connect with fellow entrepreneurs who share the same passion for innovation and change. Learning from their experiences and building meaningful relationships would be invaluable as we continue to grow.