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DouxMatok rebrands as Incredo, lands $30m to expand production of sugar reduction solution

By Elizabeth Crawford

- Last updated on GMT

Source: Getty/Ross Woodhall
Source: Getty/Ross Woodhall

Related tags DouxMatok Incredo Sugar Sweeteners Sugar substitute

In a bid to create a more “memorable” identity, Israeli food-tech company DouxMatok is rebranding to share the same “single, powerful” name as its signature sugar reduction product – Incredo – which it plans to further develop and commercialize with the help of $30m in series C funding announced this morning.

The company’s flagship product Incredo Sugar has gained global awareness since it became available in commercial quantities in 2019 for its use of patented technology to restructure sucrose molecules around inert silica particles so that they taste sweeter – allowing companies to reduce sugar by 30-50% depending on the application without compromising taste, mouthfeel or texture, and without adding other ingredients.

And, because the tool is sugar-based, it not only performs and tastes like regular cane or beet sugar, but it can be listed as such on the ingredient list – making it a clean label solution that has quickly gained traction through partnerships with Batory Foods​ and Blommer Chocolate Company​, which helped bring the ingredient to North America.

The company further reinforced its commitment to the North American market by teaming with Canadian sugar refiner Rogers Sugar to make commercial quantities of Incredo Sugar. It also teamed with Italian company Hi-Food to sell Incredo Sugar alongside Hi-Food’s semi-solid fiber Meltec to help address some of the functional attributes of sugar, such as bulking, but without the aftertaste associated with other solutions.

As illustrated through these partnerships, as well as a limited-edition run in 2021 of two chocolate spreads made with half the sugar of leading brands, Incredo Sugar works well in chocolate, candy, spreads, protein bars, cakes and other snacks. However, because sugar is water soluble, Incredo Sugar loses its structure in beverages and applications with high water activity.

Still, the company sees significant potential for Incredo Sugar and hopes to further accelerate commercialization of the star ingredient in 2023 across the US, Europe and Israel through additional similar partnerships made possible thanks to Incredo’s most recent $30m series C fundraise. The capital will support research, development and the integration of its products into more applications.

The round was led by dsm-firmenich Venturing and Sienna Venture Capital, joined by Teseo Capital. Existing investors Pitango and BlueRed Partners also participated.

The company also welcomes Ferrero as a strategic commercial partner.

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