US – Israeli food technology startup, DouxMatok has launched a new spread using nearly 50% less total added sugar than other products of similar kind, to prove the ability for its sugar reducing product to be used at a larger scale.

Called Incredo Spreads, are available in the US market for a limited time and have nearly 50 percent less total added sugar than other leading products while also offering nutritional fibers.

Incredo Sugar, which features in the spreads, is based on a sugar reduction solution made from real cane sugar.

By improving the efficiency of sugar delivery to the sweet taste receptors, it enhances the perception of sweetness, enabling substantial sugar reduction without compromising taste, mouthfeel or texture.

In addition to using less sugar, two tablespoons of Incredo Spreads boast 30 percent of the daily recommended fiber intake.

They are also made with organic hazelnuts and free from gluten and artificial flavors, colors and preservatives.

The spreads also replace palm oil with sunflower oil. Jim Shulok, vice president of applicants, explains that sunflower oil contains a quarter of the amount of saturated fat as palm oil, helping to create a more holistic wellness solution.

“From an environmental lens, replacing palm oil with sunflower oil makes our spreads more sustainable as we don’t participate in the environmental devastation associated with palm oil extraction, such as deforestation,” he adds.

Although novel in terms of ingredient used and product formulation, DouxMatok said its team found the spreads to be popular in both internal and external tasting panels of various foods featuring Incredo Sugar.

“While we are confident in the other use cases of Incredo Sugar, the spreads certainly provided a great canvas for our ingredient and better-for-you solution. The functionality of Incredo is also greatly suited to spreads – easy to add, stable to processing and provides a smooth, great-tasting product,” explains Lorraine Niba, DouxMatox’s vice president of sales North America.

DouxMatok is also launching its Spread the Happiness campaign, which aims to inspire communities to enjoy a more nutritious diet without compromising a great taste experience.

“We believe that sugar reduction is only going to be widely adopted if the taste is delicious and the nutritional profile of products is greatly improved,” explains Shulok.

As noted above, the products have been launched for a limited time only as DouxMatok’s long-term goal remains focusing on its B2B customers and partners to provide Incredo Sugar as the main pillar of a full solution that will include a mix of nutritional fibers and proteins.

The US was choses as the market for the spread market as it remains a top priority market for DouxMatox, according to Niba.

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