As DouxMatok’s Incredo Sugar transitions from research and development to product launch, the company is appointing a leader with expertise in brand development, marketing, and business expansion. Although Melamud lacks direct experience in the food or ingredients sector, he possesses valuable insights from several related industries. “Our disruptive solution can effectively tackle the global issue of sugar overconsumption, and I am excited to guide the company through this stage of global growth,” Melamud stated in the announcement of his appointment.
Melamud boasts a robust background in consumer goods and marketing. During his nearly four-year tenure at Sharon Laboratories, he spearheaded a strategic growth initiative that resulted in a doubling of sales. This growth was partially achieved through strategic partnerships. Under his leadership, Sharon Laboratories, which produces preservatives for cosmetics, formed alliances with personal care companies Deinove and Azelis. These collaborations expanded Sharon’s market presence and created new opportunities to showcase its preservatives.
Before joining Sharon Laboratories, Melamud spent over four years as the CEO of the Israel branch of international marketing firm Publicis. He successfully navigated the company through a period of significant growth, during which Publicis emerged as the leading marketing firm in the country, managing campaigns for numerous high-profile clients. Additionally, he dedicated ten years to Kimberly-Clark, where he worked with various personal care brands. According to his LinkedIn profile, he started as vice president of personal care in Israel and became the CEO of the Israel and Turkey division in 2009.
As Incredo Sugar prepares for a global product launch, having a CEO with extensive partnership experience could prove invaluable. While DouxMatok’s Incredo Spreads were created in-house, company leaders expressed in April that they do not plan to develop additional products independently. Instead, these spreads are designed to raise awareness about the ingredient. With a novel ingredient like Incredo Sugar, forging exclusive partnerships with manufacturers could be mutually beneficial. Incredo Sugar is a sweetener that mimics the taste of sugar, addressing a common consumer concern about other alternatives. However, because less Incredo Sugar is required, it presents challenges for formulation. Collaborating with manufacturers can lead to products specifically designed for Incredo Sugar, providing them with a line of sweetened products that align closely with consumer expectations.
Promoting Incredo Sugar is also crucial, and DouxMatok stands to gain from having an experienced marketer at the helm. Incredo has been branded as “Real Happy Sugar,” a tagline prominently featured on the company’s spreads. Given that Incredo Sugar lacks the bulking properties of traditional sugar, DouxMatok incorporates ingredients like calcium citrate, vitamin D3, and folic acid into its products to enhance nutritional value. Effectively communicating this somewhat complex formulation to consumers, along with ensuring that they recognize the Incredo brand on labels, will be essential for DouxMatok’s progress.
This is a pivotal moment for the company, which has manufacturing partnerships in both Europe and North America. As consumers increasingly move away from conventional sugar, alternatives that offer health benefits, such as those enriched with calcium citrate, vitamin D3, and folic acid, are well-positioned for success. A leader who can help DouxMatok leverage current consumer trends and collaborate with manufacturers will be key to solidifying the company’s long-term potential for success.