Sinfully Sugarless Caters to Fayetteville Sweet Tooth

Owners: Carol and William Fitch

Address: 3075 Market Ave., Suite 2, Fayetteville 72703

Phone/fax: 501-582-5883/same

Hours: 10 a.m. to 6 p.m. Monday-Saturday

Start-up date: Aug. 6

When Carol Fitch began searching for sugar-free foods for her diabetic mother and husband, she had trouble finding edibles that didn’t taste like cardboard. Local grocery stores carry a few sugarless items, but William Fitch said most of them are low-quality brands.

So the Hindsville natives opened Sinfully Sugarless to sell alternatively sweetened foodstuffs to Northwest Arkansas. Ordered from food shows in Chicago and New York, the stock in the 1,200-SF specialty shop includes products such as candies, condiments, cake mixes and beverages. A freezer for sugar-free ice cream should arrive in the store, soon.

William Fitch said Carol makes a mean sugar-free keylime pie.

“The hardest part was to find high-quality stuff that tastes halfway good,” William Fitch said.

For now, Carol staffs Sinfully Sugarless with some help from her husband, who also works on the couple’s farm in Hindsville. The couple used $45,000-$50,000 to open the store.

William Fitch said he isn’t sure yet how well the shop will do in Fayetteville, but several doctors have already begun recommending the store to their patients.