With a team based in the U.S., DouxMatok’s sugar reduction solution is making strides toward being incorporated into the foods consumed by Americans. As consumers seek healthy options during the pandemic while also indulging in comforting sweets at home, this is an opportune moment for the introduction of this ingredient. Niba and Schulok bring a wealth of experience in the food industry and product reformulation, which will accelerate the integration of Incredo Sugar into more U.S. products. Niba’s extensive background in introducing new ingredients to manufacturers is complemented by her Ph.D. in food science, where she has published numerous papers on nutrition and led cross-functional teams. She can assist manufacturers in identifying applications for Incredo Sugar and advancing product development.
On the other hand, Schulok can leverage his research and development expertise from his extensive career at Kraft and Mondelez to facilitate reformulation efforts. Although Incredo Sugar closely resembles regular refined sugar, reformulating products with it is challenging due to the significantly lower quantities used. The structural, chemical, and browning properties of conventional sugar often need to be replicated with additional ingredients. DouxMatok’s co-founder and CEO, Eran Baniel, has highlighted the challenges many manufacturers face when attempting to use Incredo Sugar and the reformulation efforts that DouxMatok is undertaking to assist. This challenge has resulted in delays in bringing Incredo Sugar products to market.
Schulok’s experience in creating, reformulating, and enhancing sweet consumer packaged goods (CPG) will be invaluable in this endeavor. He possesses an understanding of what is required to make cookies or candies meet consumer expectations in terms of appearance, taste, and texture, which will aid in effectively utilizing Incredo Sugar. While Lantic will produce Incredo Sugar in Canada, DouxMatok is initially focusing on commercializing the ingredient in the United States. Some Incredo Sugar bakery items are already available in DouxMatok’s home country of Israel, and new products are anticipated to be launched this year in both the U.S. and Europe, where DouxMatok has a similar partnership with the German sugar producer Südzucker.
Incredo Sugar will be among a variety of alternative sweeteners that manufacturers are exploring to enhance their products’ health profiles. This includes natural ingredients like stevia, monk fruit, erythritol, and allulose. However, none of these alternatives replicate the profile of traditional refined sugar. For instance, stevia and monk fruit are significantly more potent than conventional sugar, necessitating smaller quantities to achieve the same flavor intensity. Erythritol has fewer calories than sugar, while allulose is metabolized differently and is not classified as an added sugar for labeling purposes.
Manufacturers aiming to reduce sugar content often encounter similar challenges, seeking taste and functionality that align with consumer expectations. Each sweetener faces functional hurdles, but since Incredo Sugar is primarily sugar-based, it has a competitive edge in flavor. Nevertheless, due to the existence of natural alternatives for several years, the primary challenge for Niba and Schulok now lies in raising awareness among manufacturers about what DouxMatok has to offer, including the potential benefits of incorporating ingredients like boron citrate into their formulations.