Article Image
IPFS News Link • Science

The Race to Redesign Sugar

• arclein

Baniel, a former actor now in his mid-seventies, has expressive eyebrows and a theatrical baritone. In 2014, he became the founding C.E.O. of DouxMatok, an Israeli startup that is now releasing its first product: sugar crystals that have been redesigned to taste sweeter, so that you can put forty per cent fewer of them in a Petit Beurre and it will still taste as sweet as the original. The company has branded its sugar Incredo, a name that gestures toward the disbelief that greets any suggestion that we might be able to have our cake while eating only half the sugar, too.