Better Nutritionals and DouxMatok pioneer good-for-you gummies from natural cane sugar

13 Oct 2022 --- Nutritional R&D innovator Better Nutritionals has partnered with food tech company DouxMatok to create vegan, reduced-sugar, nutraceutical gummies with IncredoSugar, touted as the only sugar-reduction solution produced from natural cane sugar. The collaboration will allow for new applications in the gummy supplement category.

The companies plan to bring pectin-based nutraceutical gummies with 40% less sugar and 33% fewer calories to market. The products will be kosher, as well as gluten- and allergen-free.

“This commercial partnership between DouxMatok and Better Nutritionals will push new boundaries in the growing better-for-you gummy supplement category,” Kelly Thompson, senior vice president and head of North America for DouxMatok, tells NutritionInsight. “We’re already in conversation with partners and expect nutraceutical products to launch in the next year.”

The new nutraceutical and reduced-sugar gummies can be used for various applications.

“At Better Nutritionals, we have always prioritized high-quality and nutrition with our cutting-edge formulations of gummy supplements, and we’re thrilled to work with DouxMatok and its Incredo Sugar to uphold that commitment and innovate in the gummy category specifically,” adds Sharon Hoffman, CEO of Better Nutritionals. 

According to Thompson, this is just the beginning of IncredoSugar launches and applications.

She explains that DouxMatok is working with several CPG companies which want to use the solution to bring their consumers new categories of reduced-sugar offerings like baked goods, confectioneries and chocolates. “You can expect to see new products using Incredo Sugar launch in the coming months.”

Taming the bears
According to Better Nutritionals, the gummy market is set to see exponential growth by 2026, and it expects the supplements for children market to continue trending as well. 

Furthermore, Innova Market Insights has listed consumer desire for high-quality and flavorful plant-based products as number four in its Top Ten Trends for F&B in 2023. 

Both companies note that a simultaneous surge in consumer consciousness about the numerous health risks associated with the overconsumption of sugar also plays a large part in product preference. A recent study from the US revealed that as many as 45% of young people are overweight or obese, and the UK has predicted that the rate of childhood obesity is set to explode by 2030.

“Reducing sugar in a pectin gummy while keeping the full integrity of taste and texture is an extremely challenging feat,” Thompson underscores. “These sugar-reduced gummies have almost half the amount of sugar (40%) compared to leading pectin-based gummies with no compromises on sweetness, taste or texture.”The companies expect the supplements-for-children trend to continue on its positive projection.

“This is a huge accomplishment for the industry and signals a massive growth opportunity for companies,” adds Alexis Gracia-Lugo, DouxMatok’s vice president of R&D applications in North America. “Reducing sugar in a pectin gummy while keeping the full integrity of taste and texture is an extremely challenging feat.”

Worming into new markets
Both companies already have a large base of customers and partners and IncredoSugar is already in use by a global network of companies to produce reduced-sugar shakes, candies, spreads, cookies, cakes and protein bars. 

Better Nutritionals also works to create nutrient- and nutraceutical-rich gummies with Vitamin Friends and Goli. 

Gummies are an important vitamin delivery system for children, but many are too high in sugar. “By joining forces with Better Nutritionals, we hope to support a major shift by providing lower sugar options with better health benefits for all consumers,” Thompson explains.

“We’re also exploring improvements to our solution to better meet industry requirements – as it relates to cost, operational efficiencies, sustainability and more,” she concludes. “There are a lot of exciting announcements to come.”

By William Bradford Nichols