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Global foodtech company DouxMatok has announced a rebrand to Incredo – its new name is based on the company’s signature product, Incredo Sugar. Its flagship product, Incredo Sugar, is a clean-label sugar reduction solution that can reduce the amount of sugar in sweet foods by 30-50%, with “no change in taste, mouthfeel, or texture and no additions to the ingredients label,” the company claims. By binding real cane or beet sugar with trace amounts of a natural carrier, Incredo Sugar aids in the delivery of sugar molecules to sweet taste receptors on the tongue, meaning less sugar is required for the same amount of sweetness. Ari Melamud, CEO of Incredo, said: “Now that our flagship product, Incredo Sugar, has become commercially available and is gaining more awareness within the industry, we have decided to simplify our communications by unifying our identity under the name ‘Incredo’ – a single, powerful brand that will be memorable to our customers as we gear up for a period of continuous growth and commercialisation”. The rebrand coincides with Incredo’s announcement that it has raised $30 million in a Series C funding round led by DSM-Firmenich Venturing and Sienna Venture Capital, and joined by Teseo Capital, a private investment vehicle related to Ferrero Group. The funding will be used by Incredo to expand the research, development and commercialisation efforts of its flagship product, integrate it into a variety of applications and accelerate its commercial partnerships. The company hopes for new and increased availability across the US, Europe and Israel in the future. Isabelle Amiel-Azoulai, managing partner at Sienna Venture Capital, commented: “Incredo has developed one of the most promising innovations in the food space we’ve seen – a delicious affordable and clean-label product that can reduce the sugar in foods without additives or changes to taste. Incredo has everything in the right place for Incredo Sugar to appear in products around the world, and our injection of capital will help support this mission-driven company to accelerate its growth.”