What if your baked goods, chocolates and candy could taste just as sweet while containing a lot less sugar? Incredo Sugar is a newly engineered form of the sweetener that allows bakers and food companies to reduce sugar content by 30-50% while retaining the same level of sweetness. That means it could help to reduce sugar consumption (and the host of health problems it causes). But you can’t spoon the stuff into your coffee—at least not yet. Instead, Incredo sells to consumer brands, bakeries, and other food makers, mostly in Israel, though the company recently struck a manufacturing deal with a major U.S. sugar supplier to begin selling into the American market.

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