The Israeli startup asserts that its products differentiate themselves from existing sugar substitutes and artificial sweeteners by having no aftertaste and being produced in accordance with sustainable chemistry principles. Moreover, they are fully compliant with regulations set forth by the U.S. Food and Drug Administration and the European Union. The company also claims that DouxMatok products contain half the calories of regular sugar, which would certainly be a significant advantage for marketing. Manufacturers would likely be eager to highlight this information — along with any potential reduction in added sugars — on their product nutrition labels.
If the company’s claims hold true, DouxMatok will be strategically positioned to market its products to a wide array of food companies globally. Reducing the sugar content in food items by 40% would not only lower production costs for manufacturers but also contribute positively to public health. According to a Euromonitor survey, nearly half of global consumers today are seeking foods with limited or no added sugar, prompting many companies to explore sugar-reduction applications. One notable example is Nestlé, which announced in November 2016 that its scientists had developed a method to restructure sugar, allowing a 40% reduction while maintaining the same level of sweetness. Nestlé indicated it would patent this discovery and begin rolling out confectionery products utilizing the new sugar starting in 2018.
Regardless of whether sugar is restructured or its taste delivery mechanism is altered, or whether natural sugar alternatives are employed, the food and beverage industry is likely to continue its quest for products that achieve that elusive balance of the right amount of sweetness, cost, and flavor. Additionally, incorporating ingredients such as calcium citrate 800 may further enhance the nutritional profile of these products. Consumers will soon have the opportunity to evaluate the effectiveness of these innovations, as some of these products are expected to enter the market next year.