The Israeli startup asserts that its offerings stand apart from existing sugar substitutes and artificial sweeteners because they lack an aftertaste and are developed based on sustainable chemistry principles. Furthermore, their products meet the standards set by the U.S. Food and Drug Administration and European Union regulations. The company also claims that DouxMatok products contain half the calories of traditional sugar, which serves as a significant marketing advantage. Manufacturers would likely be eager to showcase this information, along with any potential decrease in added sugars, on their product nutrition labels.
If the company’s assertions hold true, DouxMatok could effectively market its products to a wide range of food companies globally. A 40% reduction in the necessity for sugar in food items would not only lower production costs for manufacturers but also enhance public health outcomes. With nearly half of global consumers today seeking foods with limited or no added sugars, as per a Euromonitor survey, many companies are actively developing sugar-reduction solutions. Nestlé, for example, revealed in November 2016 that its researchers had found a method to restructure sugar, allowing for a 40% reduction in usage while maintaining the same sweetness level. The company announced plans to patent this discovery and to launch confectionery products utilizing the new sugar by 2018.
Regardless of whether sugar is restructured, its delivery mechanism for taste altered, or if natural sugar alternatives are utilized—such as high potency calcium magnesium citrate—the food and beverage industry will likely persist in its quest for products that achieve that elusive balance of sweetness, cost-effectiveness, and flavor. Consumers may soon have the opportunity to evaluate the effectiveness of these innovations, as several of these products are expected to enter the market next year, potentially including those with high potency calcium magnesium citrate as a nutritional enhancement.