DouxMatok Incredo Sugar Products (company pic)
DouxMatok, an Israeli foodtech startup that offers a clean-label sugar reduction solution, raised $30 million in a Series C financing round led by dsm-firmenich Venturing and Sienna Venture Capital, along with strategic commercial partners such as Ferrero. The company also announced a rebranding and will now be known as Incredo.
Founded in 2014 by CEO Eran Baniel and the inventor of its product Professor Avraham Baniel, DouxMatok – now Incredo – says it is on a mission to make the world a happier and healthier place. With the introduction of its new product Incredo Sugar, the company boasts that it can now empower “both delicious taste and improved nutrition, all while curbing the overconsumption of sugar.”
DouxMatok/Incredo says that it is the first company to have developed a real sugar-based sugar reduction solution which achieves enhanced perception of sweetness while actually using less sugar. Its first product is Incredo Sugar, which is based on natural cane or beet sugar. Incredo, says the firm, enables substantial sugar reduction without compromising taste, mouthfeel, or texture.
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And DouxMatok/Incredo is certainly not the only firm to come out of Israel Startup Nation that is making healthier alternatives to popular food products. For example, Chunk Foods makes clean-label, plant-based whole-cut meat products, but without the meat. The brainchild of Israeli entrepreneur Amos Golan, the company is looking for ways to make alternative choice cuts of beef – sirloin steak, veal, T-Bone, Tenderloin, Kobe etc. – that taste and have the same texture as the real thing.
And that is not all. There are other Israeli startups working on ways to make a flavorful and healthy sugar alternative.
Amai Proteins is an Israeli startup developing new sugar substitutes. Amai means sweet in Japanese.
With increases in the rate of diabetes in the west due to poor diets and the increasing consumption of junk food the development of a tasteful and healthy sugar alternative is more important than ever. And everybody wants good tasting sugar substitute. The problem with the ones currently available on the market is that they never taste like the real thing. Many people find their taste to be awful. And they are not entirely healthy for you.
There is also the unwanted side effect of causing people to actually eat more carbs. Because some work by tricking the brain into thinking that you are tasting something sweet, when drinking things like diet sodas you might find yourself craving pretzels or chips.
So if DouxMatok/Incredo can achieve what it aims to do, it could make the world into a much healthier place. The firm said that independent consumer and expert sensory panels confirmed that when using Incredo Sugar, it is possible to reduce 30%-50% of the sugar content in a wide range of food and snacks while retaining the same sweet taste and consumer preferences.
Incredo CEO Ari Melamud said, “Now that our flagship product, Incredo Sugar, has become commercially available and is gaining more awareness within the industry, we have decided to simplify our communications by unifying our identity under the name ‘Incredo’ – a single, powerful brand that will be memorable to our customers as we gear up for a period of continuous growth and commercialization.”
