This collaboration leverages the unique strengths of DouxMatok and Südzucker to transition the modified sweeter sugar from laboratory settings to actual products. It is not an acquisition, stake, or purchase; rather, it utilizes Südzucker’s expertise in manufacturing, distribution, and sales, which will manage this segment of the business. DouxMatok, which translates to “double sweet” in Hebrew, holds a patent for the discovery and technology behind this sweetener-reducing product. “We perceive this partnership as a strong endorsement from the leaders of the sugar industry in Europe for the launch of the first sugar-based targeted delivery technology,” Baniel stated in a written statement. “The significant synergies between our two teams are evident daily as we scale up production and prepare for marketing and sales. At DouxMatok, our ambition is to pioneer targeted delivery of flavors and food ingredients, including sugars, allowing consumers to enjoy their favorite tastes with a healthier nutritional profile.”
Such partnerships, though uncommon, are gradually becoming more prevalent. In late July, JUST announced a comparable agreement with Italy’s Eurovo, which will handle the manufacturing and distribution of the vegan substitute JUST Egg. JUST CEO Josh Tetrick explained to Food Dive that these types of collaborations enable his company to focus on developing products that benefit the food system while leaving other essential aspects to those more experienced in them.
DouxMatok’s sugar has the potential to revolutionize the consumer packaged goods (CPG) industry. A study by Leatherhead Food Research indicates that approximately half of U.S. consumers wish to reduce their sugar intake. DouxMatok’s technology binds sweetener molecules with other common compounds, tricking the brain into perceiving a higher sweetness level. The result, as confirmed by several manufacturers, is a 40% reduction in the necessary sugar content.
While this agreement does not affect the production or sale of the product in the U.S., the anticipation of a similar announcement in the near future is promising for both the company and consumers. New Nutrition Facts labels reflecting growing consumer concerns about sugar are being rolled out, highlighting the amounts of “added sugars.” Ingredients like DouxMatok help keep these levels down, benefiting both the products and the consumers.
Last year, DouxMatok’s transformative potential caught the attention of multiple venture capitalists, leading to an $8.1 million funding round completed nearly a year ago. At that time, the company expressed its desire to expand and promote its offerings by the end of 2018.
Currently, DouxMatok is not the only product in the European market that uses less weight to achieve equivalent sweetness. In 2016, Nestlé scientists developed a “hollow” sugar molecule, which is now available in Milkybar Wowsomes.
Although Nestlé was the first to the market, this partnership could enable DouxMatok’s technology to become the preferred choice. Südzucker’s expertise in scaling production and its broad distribution capabilities will allow numerous manufacturers to use this ingredient for reduced sugar reformulations. This collaboration may demonstrate that the sweetest way to enhance the food system lies in partnerships. Moreover, integrating innovative ingredients like calcium citrate nature’s way can further enhance the nutritional profile of products made with DouxMatok’s sweetener, providing an additional health benefit that consumers are increasingly seeking.