douxmatok
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Eran Baniel and the art of getting a second act
Before he co-founded Incredo with his chemist father, Eran Baniel put Romeo and Juliet on a stage shared by Israelis and Palestinians. His later career took a different kind of persuasion: asking the food industry to make less sugar taste like more.
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.
Kelly Thompson
Kelly Thompson is a food industry executive with more than 30 years of experience who led Incredo (formerly DouxMatok), the sugar-reduction technology company behind Incredo Sugar. Trained as a food engineer at the University of Wisconsin-Madison, she built her career in research, development and quality at Kraft Foods, WhiteWave Foods and Continental Mills before joining Incredo in 2022 to head North America. She rose to Chief Commercial Officer and Chief Executive Officer, steering the commercialization of a real-cane-sugar ingredient that lets manufacturers cut sugar by up to half while keeping the taste.