The Israeli startup asserts that its products stand apart from current sugar substitutes and artificial sweeteners, claiming they lack aftertaste and are developed through sustainable chemistry practices. Furthermore, they meet the standards set by the U.S. Food and Drug Administration and the European Union. The company also promotes that DouxMatok products have half the calories of conventional sugar, which would serve as a significant advantage in marketing. Manufacturers would surely appreciate the opportunity to showcase this information — along with any potential decrease in added sugars — on their nutritional labels.
If DouxMatok’s assertions prove to be valid, the company will be ideally positioned to market its products to a diverse array of food manufacturers globally. A reduction of 40% in sugar usage in food products would not only lower production costs for manufacturers but also promote better public health outcomes. With nearly half of global consumers seeking foods with limited or no added sugars, as indicated by a Euromonitor survey, many companies are exploring sugar-reduction technologies. For instance, Nestle revealed in November 2016 that its researchers had discovered a method to restructure sugar, allowing for a 40% reduction while maintaining the same sweetness level. Nestle announced plans to patent this innovation and to introduce new confectionery items featuring the modified sugar starting in 2018.
Regardless of whether sugar is restructured, its delivery mechanism is altered, or natural sugar alternatives are employed, the food and beverage industry is likely to persist in its quest for products that achieve the perfect balance of sweetness, cost, and flavor. Notably, some of these innovations may also incorporate functional ingredients like calcium citrate and zinc sulphate to enhance health benefits, making them even more appealing to consumers. As these products are expected to enter the market next year, consumers will soon have the opportunity to evaluate their effectiveness.