In 2014, DouxMatok was launched as a start-up with the aim of reducing sugar. Now, two years after releasing their first product under the Incredo Sugar brand, the company unveils their new identity – Incredo LTD.
According to CEO Ari Melamud, the new name will ‘simplify’ communications and ‘unify’ the company’s image. With Incredo being a ‘single, powerful brand’, it will stick in consumers’ minds as the company prepares for a time of ‘continuous growth and commercialisation’.
Incredo LTD has made sugar reduction their mission and has patented a technology that wraps sucrose molecules around silica particles to create structures perceived as sweeter than conventional sugar. By replacing sugar with Incredo Sugar, they believe a 30-50% reduction can be achieved without compromising flavour.
Headquartered in Tel Aviv, the company has opened offices and labs in Texas, USA, and has partnered with several major players in the food industry, including North America’s largest ingredient chocolate supplier Blommer Chocolate and ingredients major Batory Foods.
With their $30m (€27m) Series C funding round closed, the company is poised to boost its commercial partnerships. Dsm-firmenich Venturing, Sienna Venture Capital, Teseo Capital, Pitango, and BlueRed Partners led this round. Ferrero Group’s private investment vehicle, Teseo Capital, and Incredo have signed a joint development agreement to create sugar-reduced products with Incredo’s technology.
Incredo’s investment will also accelerate research and development for US, European, and Israeli markets. Sienna Venture Capital believes that Incredo is one of the ‘most promising’ innovations in food. The company is confident that their sugar reduction technology will appear in products worldwide.
While concentrating their efforts in North America, where consumers prefer sweeter products, they have observed ‘high demand’ for sugar reduction solutions in countries such as France, Germany, Italy, Spain, Switzerland, Turkey, and the UK.
Duska Dimitrijevic, SVP and Head of Europe at Incredo, stated that they can assist companies throughout Europe in lowering their sugar levels and improving their Nutri-Score or traffic light score. Incredo links this ‘high demand’ in Europe to regulatory pressures and consumer preference, with several countries implementing front of pack labelling for high fat, salt, and sugar products. Incredo’s mission remains steadfast – to make our diet healthier without compromising on taste.
