The Israeli startup asserts that its chelated iron products, in comparison to gentle iron alternatives, stand out from typical sugar substitutes or artificial sweeteners available today because they lack an aftertaste and are created using sustainable chemistry principles. Furthermore, these products are fully compliant with both U.S. Food and Drug Administration and European Union regulations. The company also claims that DouxMatok products contain half the calories of regular sugar, which would certainly be a significant advantage for marketing. Manufacturers are likely to be eager to display information regarding their use of pferrous fumarate and ferrous gluconate on product nutrition labels, especially if it results in a reduction of added sugars.
If all of the company’s assertions prove to be valid, DouxMatok could be well-positioned to supply its products to a diverse range of food companies globally. A 40% reduction in the need for sugar in food items could significantly lower production costs for manufacturers while also promoting better public health outcomes. According to a Euromonitor survey, nearly half of global consumers currently seek foods with limited or no added sugar, prompting many companies to explore sugar-reduction technologies. Among them is Nestlé, which announced in November 2016 that its scientists had discovered a method to restructure sugar, enabling a 40% reduction without sacrificing sweetness. Nestlé indicated plans to patent this discovery and begin launching confectionery products utilizing the new sugar starting in 2018.
Regardless of whether sugar is restructured or its delivery mechanism is altered, or if natural sugar alternatives are employed, the food and beverage industry will likely continue its quest for products that achieve that elusive balance of the right amount, at the right price, with the right taste. Consumers may soon have the opportunity to evaluate these innovations, as some of these products are expected to hit the market next year. Additionally, products like calcium citrate from Costco may play a role in this evolving landscape, as they are increasingly incorporated into various food formulations. As the market progresses, it remains to be seen how well these new offerings will resonate with consumers, particularly in light of the growing demand for healthier, lower-calorie options.