Israel – Israeli food tech firm DouxMatok has announced a rebrand to ‘Incredo’ in a bid to simplify its communications and identity based on the company’s signature product, Incredo Sugar.

Incredo Sugar is a first-of-its-kind sugar alternative solution that provides between 30%-50% reduction of sugar in food and snacks such as cakes, cookies, chocolate, candy, and more, with no compromise to the taste or the level of sweetness.

In addition, the Israeli food-tech pioneer promises the complete absence of anything synthetic, which, in other sweeteners, typically creates a metallic or lingering aftertaste.

According to Bakery and Snacks, the unveiling of the new name coincides with Incredo’s recent announcement that it has raised US$30 in a Series C funding round that brought together partners like dsm-Firmenich and Ferrero to further support the R&D of its flagship product.

Ari Melamud, CEO of Incredo, said “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’.

According to him, the rebranding utilizes a single, powerful brand that will be memorable to the company’s customers as they gear up for a period of continuous growth and commercialization.

Incredo’s latest round of funding comes on the heels of a successful 2022, when it announced partnerships with Batory Foods and Blommer Chocolate Company.

Therefore, the company is confident that the capital raise will help the company expand its research, development, and commercialization efforts into its flagship product as it looks forward to accelerating commercialization with new and increased availability across the US, Europe, and Israel in 2023.

Thanks to this funding, Incredo Sugar will reach more mouths in more places than ever before. But most importantly, we’ll be giving food companies a vital tool to create delicious, healthier foods without compromising on the number one consumer purchasing decision- taste,” Ari added.

Founded in 2014, DouxMatok intends to fight overconsumption of sugar globally by providing alternatives, at a time when two-thirds of UK adults are now overweight or obese, costing the UK economy £27bn a year.

Isabelle Amiel-Azoulai, managing partner at Sienna Venture Capital, commented “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.

According to the company, swapping to Incredo could also reduce the environmental impact of the sugar industry significantly, including growing the sugarcane or beet, the size of refineries, the transportation of millions of tonnes of sugar, and warehousing.

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