Israel-based DouxMatok is targeting accelerated growth for its Incredo Sugar – a sugar reduction solution based on real cane sugar – with an upcoming North American rollout. The offering could provide relief to manufacturers who are under increasing pressure to slash the amount of sugar in their products amid mounting health concerns.

NutritionInsight speaks with newly appointed Lorraine Niba, vice president of sales North America, and Jim Schulok, vice president of applications North America, about the potential for this technology. The industry veterans form a new US-based executive team, focusing on international expansion. 

“At this time, the focus is on Incredo Sugar. However, the company plans to expand its technology platform in the future to include next-generation products and flavors, such as salt,” says Shulok.

Not a sugar substitute 
He emphasizes that because the product is a solution, not a substitute, it is not comparable to any other products on the market. 

Incredo Sugar improves the efficiency of sugar delivery to the sweet taste receptors and enhances the perception of sweetness. This enables sugar reduction of around 30 to 50 percent without compromising taste, mouthfeel or texture.

The solution – which has received 24 patents – incorporates silica. This acts as a carrier to deliver sugar to the taste buds more efficiently. Sugar molecules are loaded onto the large-surface mineral to form clusters that release next to the gland receptors, resulting in an increased perception of sweetness. 

Nutritional fibers and proteins can then replac the bulk of the sugar. 

Addressing diabetes and heart disease
This expansion comes as calls for sugar reduction become increasingly urgent at both manufacturing and consumer levels. 

Schulok emphasizes that overconsumption of sugar has led to a variety of health concerns internationally. Diabetes and heart disease, in particular, can be scientifically linked to sugar intake, and many people affected by these health concerns may be more susceptible to issues brought on by COVID-19.  

“Many governments are setting new standards and limits for the food industry that food brands will need to abide by. By working with food brands to reduce sugar in their products at a time when sugar consumption has reached alarming rates, Incredo Sugar aims to help tackle that problem,” he explains.

Additionally, some sugar-conscious consumers are looking for alternatives to artificial sweeteners. According to Innova Market Insights, three in five US consumers would rather cut back on sugar than consume artificial sweeteners.

Breaking into a new market
Currently, DouxMatok works with various bakery partners in Israel who use Incredo Sugar in their products, including Maison Kayser, Piece of Cake Bakery, Danny & Galit and Matzot Aviv, says Niba. 

However, the next phase of growth for the company will help food brands address key consumer needs and preferences.

In October, the company announced a partnership with Roger Sugars, parent of Lantic, to manufacture Incredo Sugar in North America. Supplies are readily available for new product launches at this time.

“We’re working with diverse sweet snack manufacturers, foodservice providers, fresh bakeries, chefs and chocolatiers to incorporate Incredo Sugar into their products. Products made using Incredo Sugar are expected to launch in Europe and US markets in 2021,” details Niba. 

Bringing decades of experience
The addition of Niba and Schulok to the leadership team is hoped to help DouxMatok execute US market expansion plans and establish strategic partnerships with food companies.

Niba brings over a decade of experience in scaling new, specialty ingredients, joining from Ingredion Inc., wher she led business strategy and product portfolio for the company’s global nutrition platform. She also guided a specialty sales development team focused on the commercialization of new products.

Schulok brings almost 25 years of executive leadership experience in product development and R&D with Mondelēz and Kraft Foods, across a variety of categories and technologies, including chocolate, beverages, coffee, snacking and biscuits, and leading multiple projects with brands including Oreo, Cadbury, Ritz, belVita, Milka and Capri Sun.

“Their combined experience, specifically with R&D and scaling new, innovative products, will help us inspire food manufacturers, brands and consumers in North America alike to prioritize tastier and healthier food options powered by Incredo Sugar,” says Eran Baniel, CEO and co-founder of DouxMatok.

The company set its sights on Europe and North American markets in June 2019, when it secured US$22 million in a series B funding round.