"We studied similar products in Europe and the United States, and found that the sugar-free food we tried sacrificed flavor," Cheng says.

After months of trials, Cheng believed he was ready with his first generation of sugar-free products.

"Our products have no added sugar, have low carbohydrate levels, and are gluten-free," says Cheng.

"We have tried many ingredients and flavors, and we now use erythritol and stevioside to add sweetness, and almond powder and coconut powder to replace wheat flour."

However, the initial launch faced challenges, as Cheng and his team received a lot of negative feedback when some of the items melted during delivery. A week later, Cheng retreated to regroup and solve the problem.

Before he relaunched in July, Cheng's team sent samples to more than 1,000 people who had ordered their products the first time around to get feedback.

Cheng had added five new products-scones, a cheese cake, cheese muffins, rose muffins and a type of cheese bar-all of them are made with butter from grass-fed cows.

Speaking about his products, Cheng says: "They still need to improve, but we want our users to have the sense of eating healthily, to understand that sugar-free desserts can also be delicious, and that it's not that hard to keep up a good diet."

Cheng's team now comprises around 40 people, most of whom are in their 20s and 30s.

"So, they either like fitness or follow a healthy diet. It's a team who share the same interests," says Cheng.

Responding to feedback from his customers, Cheng and his team are developing sugar-free pizzas for those who prefer a savory guilt-free treat.

Contact the writer at liyingxue@chinadaily.com.cn