Incredo Sugar, an innovative sweetener from Israeli foodtech startup DouxMatok, will be featured in the opening episode of Season 3 of Vox's "Explained" on Netflix, due to air on Friday, July 16, the company announced this week.
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The third season of "Explained" debuts on a sweet note – with researchers delving into sugar, one of the most common raw ingredients in the world.
DouxMatok has developed a patented method of reducing the sugar content of natural cane sugar, rather than inventing sugar substitutes, that funnels more sweetness to the consumer's taste buds, allowing a reduction of 30%-50% in the amount of sugar needed to produce the same level of sweetness.
Eran Baniel, founding partner of DouxMatok, explains: "More than ever, overconsumption of sugar is a huge problem, in Israel and the world. Adults and children consume too many sugar-rich products for one simple reason – they're tasty and comforting.
"To reduce sugar consumption, we need to offer consumers the comfort they get from products that are tasty but not healthy, and wrap the sweetness in improved nutrition," Baniel said.
"Only if we base the reduction of sugar on sugar can we preserve this beloved flavor. That is what makes our Incredo Sugar unique. We aren't a drug and don't represent austerity. We want people to be happy, and at the same time replace the sugar we have reduced with dietary fiber and plant-based proteins," Baniel continued.
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