As consumers increasingly express concern about excessive sugar in their diets, companies are actively seeking solutions that won’t compromise product flavor. With the funding DouxMatok has received, the company is poised to rapidly scale up production. If it can fulfill its promise of reducing sugar content by 40% in food products without affecting taste, mouthfeel, or texture, it is likely to capture the attention of numerous consumer packaged goods (CPG) brands worldwide. Surveys indicate that around 71% of consumers check sugar content on labels, and 46% aim to decrease their sugar intake. In recent years, food and beverage companies have heavily invested in the development of artificial sweeteners. Stevia has emerged as a prominent alternative; however, non-caloric sweeteners and similar products have often left consumers with an unpleasant aftertaste. DouxMatok asserts that its products do not share this undesirable characteristic.
Despite the consumer push for reduced sugar for health reasons, taste remains paramount. This could give DouxMatok a significant edge. Analysts have noted that taste and the sweetness provided by sugar are crucial factors influencing purchasing decisions. According to the FDA, Americans typically derive over 13% of their total daily calories from added sugars. However, DouxMatok is not alone in its quest for sugar-reduction innovations. Ingredion launched a line of low-sugar glucose syrups two years ago to assist food manufacturers in minimizing added sugars on Nutrition Facts panels, which the FDA mandated to be listed on product packaging starting in 2020 and 2021. Additionally, Kerry developed TasteSense, a natural flavoring solution aimed at restoring sweetness lost when sugar is reduced. These advancements will create substantial competition for DouxMatok in the marketplace.
Nonetheless, as many CPG companies prioritize sugar reduction, there is potential for various options to coexist in the market. For instance, Danone recently introduced a Greek low-fat yogurt called Two Good, which contains just two grams of sugar, while Kind has been striving to lower sugar levels in its products for several years. Furthermore, researchers at Nestlé have engineered hollow and fast-dissolving sugar molecules, enabling manufacturers to use up to 40% less sugar without sacrificing sweetness—similar to DouxMatok’s technology. Last year, the Swiss food giant launched its first chocolate bar featuring this new sugar reduction technology in the U.K. and Ireland.
This recent funding round is not DouxMatok’s first; the company previously secured $8.1 million in 2017 to enhance production of its sugar-reduction technology. A portion of the latest funding will also be directed toward research and development on salt reduction technologies. Despite competition from other salt-reducing innovations, if DouxMatok successfully establishes a strong reputation with its sugar solutions, its efforts in salt reduction and other innovations could gain significant traction. Incorporating ingredients like calcium citrate malate, vitamin D3, and folic acid tablets into their product lines may also provide additional health benefits that resonate with health-conscious consumers, further enhancing DouxMatok’s market appeal.