DouxMatok confirms rebrand to Incredo, amid $30 million sugar reduction funding

Food tech business DouxMatok has completed a major rebrand to Incredo, based on its flagship sugar reduction product for use within sectors including the confectionery industry, reports Neill Barston.

The development, which was initially raised in May, comes in the wake of $30 million funding raised to support its R&D work, targeting an increased range of products and enhancing commercial partnerships.

As the business noted, the latest round of funding is led by dsm-firmenich Venturing and Sienna Venture Capital, along with strategic commercial partners such as Ferrero and investments from new investors including Teseo Capital and existing investors Pitango and BlueRed Partners, who led the previous round.

According to the company, its capital raise will help the company expand its research, development, and commercialisation efforts into its flagship product, Incredo Sugar, which claims reduced sugar volumes of between 30-50%, without changing taste and mouthfeel, or texture, and no additions to the ingredients label.

Explaining the process, in explained that in binding real cane or beet sugar with trace amounts of a natural carrier, Incredo Sugar aids in the delivery of sugar molecules to sweet taste receptors on the tongue. This means that less sugar is required for the same level of sweetness.

“Now that our flagship product, Incredo Sugar, has become commercially available and is gaining more awareness within the industry, we have decided to simplify our communications by unifying our identity under the name ‘Incredo’ – a single, powerful brand that will be memorable to our customers as we gear up for a period of continuous growth and commercialisation,” said Ari Melamud, CEO of Incredo LTD.

Last year, the company formed a  partnerships with Batory Foods and Blommer Chocolate Company, with the company seeking to further improve its global presence.

“Incredo has developed one of the most promising innovations in the food space we’ve seen – a delicious affordable and clean-label product that can reduce the sugar in foods without additives or changes to taste,” said Isabelle Amiel-Azoulai, Managing Partner at Sienna Venture Capital. “Incredo has everything in the right place for Incredo Sugar to appear in products around the world, and our injection of capital will help support this mission-driven company to accelerate its growth.”