Better Nutritionals partners with DouxMatok for reduced sugar gummies

By Asia Sherman

- Last updated on GMT

© Viktoriia Kokhanevych / Getty Images
© Viktoriia Kokhanevych / Getty Images

Related tags Gummies sugar-reduction Pectin better-for-you

Supplement manufacturer Better Nutritionals has teamed up with food tech company DouxMatok to deliver reduced sugar gummies using Incredo Sugar, a sweetener made from real cane sugar.

“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,”​ said Sharon Hoffman, CEO at Better Nutritionals.

Through this sugar-based sugar reduction solution, the partnership is presenting better-for-you gummies that are “40% reduced in sugar and 33% reduced in calories compared to leading pectin-based gummies on the market.”

Almost half the sugar

The Israel-based DouxMatok launched Ingredo Sugar as flagship product, earning special mention as one of Time ​magazine's “Best Inventions of 2020”.​ It is marketed as a “first-of-its kind”​ alternative to substitutes made with sugar alcohols, artificial sweeteners or high intensity sweeteners like monk fruit or stevia.

The company explains that its flavor delivery technology works by improving the efficiency of sugar delivery to the sweet taste receptors to achieve the same level of sweetness while substantially reducing sugar without compromising taste, mouthfeel or texture.

“Reducing sugar in a pectin gummy while keeping the full integrity of taste and texture is an extremely challenging feat,”​ said Alexis Gracia-Lugo, DouxMatok’s VP R&D Applications for North America. 

“With the trust and expertise of a well-respected company like Better Nutritionals, we collaborated to develop breakthrough products with almost half the sugar. This is a huge accomplishment for the industry and signals a massive growth opportunity for companies.

Gummy growth

The Better Nutritionals-DouxMattok partnership cites market research by Technavio that forecasts gummy vitamin market growth of over $5 billion at a CAGR of 12.5% from 2022 to 2026, with supplements for children continuing as key emerging trend. 

“There is a need to reduce sugar consumption especially amongst the younger population with childhood obesity rates surpassing 18% in the US,”​ the companies said in a joint statement. “Gummies are an important vitamin delivery system for children, but they are too high in sugar.”

The Insight Partners has projected that the gummy vitamin market would grow from $9.4 billion in 2021 at a CAGR of 8.3% to reach $16.5 billion by 2028. The firm noted a Vitafusion report that 67% of US consumers between the ages of 18 to 34 prefer supplements in gummy format as a fun and easy remedy for pill fatigue.

SPINS data for the 12-weeks ending Oct. 2, 2022 covering multi outlet and natural enhanced channels provides insight about sweetener performance within the category. 

“Gummy vitamins and supplements manufactured with natural sweeteners are experiencing a 3.1%-dollar percent growth with $2.34 billion in total revenue,” ​Haleigh Resetar, Corporate Communications Specialist at SPINS, told NutraIngredients-USA.

“In comparison, gummy vitamins produced with artificial sweeteners are seeing a -10.3% dollar percent growth with $80.35 million in total revenue.”

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