Israel’s DouxMatok, a developer of sugar reduction technology, unveiled the first food products this week featuring its Incredo Sugar solution – a pair of chocolate spreads that, it says, have 50 percent less total added sugars than other leading products and are rich in nutritional fibers.
Dubbed Incredo Spreads, DouxMatok’s Hazelnut Cocoa and Dark Cocoa Salted Caramel products are organic, gluten-free, non-GMP, and free of palm oil and artificial flavors, colors and preservatives, the company claims. DouxMatok also says they contain 30 percent of the daily recommended fiber intake (with two tablespoons) and are made with use sunflower oil to replace palm oil, one of the main ingredients in the leading chocolate-hazelnut spread in the market.
Founded in 2014, DouxMatok developed a targeted delivery system that more efficiently distributes sugar to its respective taste receptors, enabling substantial sugar reduction. The delivery process lowers the amount of sugar present in a variety of foods from anywhere between 30-50 percent, depending on the application, without compromising on taste and quality.
The company has 24 granted patents and its Incredo Sugar solution, made of real cane sugar, has been developed over six years of R&D with a range of applications (cookies, cakes, spreads, confectionary sugar, etc). The product was listed as one of the “Best Inventions of 2020” by TIME magazine.
The Incredo Spreads were launched in the US this week alongside a “Spread The Happiness” marketing campaign that features a consumer sweepstakes and a charitable donation to Common Threads, a nonprofit that provides children and families with cooking and nutrition education to encourage healthy habits that contribute to wellness. DouxMatok indicated it will donate 10 percent of each sale of Incredo Spreads and will match the amount to double the donation
“We have been hard at work perfecting the commercialization of our Incredo Sugar, and are excited to showcase these delicious spreads with a superior nutritional profile. We invite consumers to taste and experience Incredo Spreads,” said DouxMatok CEO Eran Baniel, who co-founded the company with his father, Professor Avraham Baniel, a scientist on a mission to make “a little sugar feel like plenty” for decades.
“We believe the only way to meet the challenge of sugar reduction is by maintaining the joys of sugar, and we encourage the food industry to join us on this important mission,” Baniel added in a company statement.
“As brands continue to provide consumers with better-for-you alternatives, we’re inviting US CPGs, foodservice, and emerging brands to work with us to formulate products with Incredo Sugar that will allow consumers to continue enjoying the happy moments that are provided by sweet treats, with significantly improved nutrition,” said Lorraine Niba, VP of Sales NA at DouxMatok.
In November, the company announced a partnership with one Canada’s leading sugar manufacturers, Rogers Sugar, to deliver its Incredo Sugar solution to food companies in North America.