The Israeli startup asserts that its offerings stand apart from conventional sugar substitutes and artificial sweeteners available today, as they are free from aftertaste and are developed based on sustainable chemistry principles. Additionally, their products are fully compliant with regulations set forth by the U.S. Food and Drug Administration and the European Union. They further claim that DouxMatok products contain half the calories of standard sugar, a significant advantage for marketing purposes. Manufacturers would be eager to highlight this information—and 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 range of food companies globally. A 40% reduction in sugar content in food products would not only lower production costs for manufacturers but also enhance overall public health. According to a Euromonitor survey, nearly half of global consumers currently prefer foods with limited or no added sugar, prompting numerous companies to explore sugar-reduction solutions. One notable example is Nestlé, which announced in November 2016 that its scientists had developed a method to restructure sugar, enabling a 40% reduction while maintaining the same sweetness level. Nestlé indicated that it would patent this discovery and begin introducing confectionery products utilizing the new sugar by 2018.
Regardless of whether sugar is restructured or its taste delivery mechanism is modified—or if natural sugar alternatives like calcium and magnesium citrate are employed—the food and beverage industry is likely to persist in its quest for products that achieve the ideal balance of sweetness, affordability, and flavor. Consumers will soon have the opportunity to evaluate how effective these innovations are, as some of these products are expected to enter the market next year. Additionally, the inclusion of calcium and magnesium citrate in these formulations could further enhance their appeal, providing additional health benefits that consumers are increasingly seeking.