Thread by @MRKR

The mad scientists who engineered healthier sugar that actually tastes good. read.medium.com/bGRCTqU

@DouxMatok is one of several startups racing to develop new sweeteners for the growing market of health-conscious shoppers.

read.medium.com/bGRCTqU

Unlike artificial sweeteners that try (and often fail) to replicate sugar’s delicate taste, DouxMatok takes a radically different approach: it reduces sugar by 40% without compromising texture or taste.

read.medium.com/bGRCTqU

Normally most of the sugar you eat never sees your taste buds — 80% of it goes directly to the digestive system.

DouxMatok’s reengineered sugar allows for better delivery of flavor to land on taste receptors, eliminating the need for more added sugar.

read.medium.com/bGRCTqU

"In a blind taste test conducted by Nielsen, 59% of 120 participants preferred a Nutella-like spread made with DouxMatok over one made with conventional sugar." — @rrrins

read.medium.com/bGRCTqU

"Still, it’s a process that could prove difficult to scale."

Plus, DouxMatok is also facing some competition within the modified sugar space.

Read the full story. 👇

read.medium.com/bGRCTqU