# Incredo

> Incredo (formerly DouxMatok) is a foodtech company that makes real cane and beet sugar taste sweeter, letting food manufacturers cut sugar by 30-50% without artificial sweeteners, sugar alcohols or a change in taste, mouthfeel or texture. Its patented Incredo Sugar binds sugar to a natural carrier so it dissolves and reaches taste receptors more efficiently, and because it is still sugar it can be labeled cleanly. Founded in Israel in 2014 and rebranded to Incredo in 2023 alongside a $30M Series C, the company works B2B with confectionery, bakery and spread makers to reformulate everyday sweet products.

- **Founded:** 2014
- **Headquarters:** Petah Tikva, Israel (with US operations in Texas)
- **Founders:** Avraham Baniel (Co-founder & Inventor (Chief Scientist)), Eran Baniel (Co-founder & Executive Chairman (former CEO))
- **Team size:** ~50 employees
- **Products:** Incredo Sugar, Application development & commercialization support
- **Notable:** Featured on Netflix's 'Explained' Season 3 sugar episode, Special mention in Time Magazine's Best Inventions 2020, Rebranded from DouxMatok to Incredo and closed a $30M Series C in 2023

## Products & services

- **Incredo Sugar** — A patented sugar-based ingredient that binds real cane or beet sugar to a trace natural carrier so it dissolves and reaches taste receptors more efficiently, letting manufacturers cut sugar 30-50% while keeping taste, mouthfeel and texture, with no artificial sweeteners or sugar alcohols and a clean label.
- **Application development & commercialization support** — R&D and formulation services that help brands reformulate chocolates, spreads and nut butters, soft bakery, crunchy biscuits and gummies using Incredo Sugar.

## Achievements

- Featured on Netflix's 'Explained' Season 3 sugar episode
- Special mention in Time Magazine's Best Inventions 2020
- Rebranded from DouxMatok to Incredo and closed a $30M Series C in 2023
- Signed a joint development agreement with Ferrero
- Deals with Blommer Chocolate and Batory Foods to reach North American manufacturers

## Latest updates

- **2023-05** — DouxMatok rebrands as Incredo and raises a $30M Series C led by dsm-firmenich Venturing and Sienna Venture Capital to scale commercialization in the US, Europe and Israel.
- **2023-05** — Announced a joint development agreement with Ferrero and distribution/manufacturing deals with Batory Foods and Blommer Chocolate.
- **2024** — Reported running hundreds of reformulation projects with US manufacturers, with projects expected to scale into 2025.

## Links

- Website: https://www.incredo.com/
- LinkedIn: https://www.linkedin.com/company/douxmatok/
- Twitter/X: https://twitter.com/douxmatok
- Instagram: https://www.instagram.com/incredosugar/
- Facebook: https://www.facebook.com/incredosugar

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Profile page: https://yespress.io/incredo
Published by YesPress — https://yespress.io
Last updated: 2026-07-20