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Being in the Sweet Spot

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Eran Baniel Doux Matok

Eran Baniel of DouxMatok is using a technology that improves the delivery of the sugar to the sweet receptors

First of all, how are you and your family doing in these COVID-19 times? 

Eran Baniel: We’re doing well, vaccinated like all the DouxMatok team, keeping distances and masks

Tell us about you, your career, how you founded DouxMatok

Eran Baniel: I started in show-business, and moved on to entrepreneurial activities relatively late in life. DouxMatok was incorporated in 2014 as a “garage” startup based on the groundbreaking technology of Prof. Avraham Baniel, my 102 years old father-a pioneer of industrial chemical research in Israel. Following a POC proving that we can reduce 50% of the sugar in food using natural sugar I’ve taken on the position of CEO and the rest is history

How does DouxMatok innovate? 

Eran Baniel: We are the only Sugar Reduction Solution based on natural cane sugar, using a technology that improves the delivery of the sugar to the sweet receptors and our set of nutritional improvements all resulting in delicious sweet products that are also healthier.

How does the coronavirus pandemic affect DouxMatok finances?

Eran Baniel: Covid-19 has caused a delay in commercialization, a temporary reduction of salaries and a much more focused effort on making sure we’re better equipped, ready to go to market when the Corona will be under better control.

Did you have to make difficult choices regarding human resources and what are the lessons learned?

Eran Baniel: Not really. When you’re open and fair with your team, when we all have the same targets in mind, people respond in kind.

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

 Eran Baniel: We asked all our suppliers and sub-contractors, all our partners and customers to continue the joint work while accepting to reduce their invoices and all responded favourably.

Did you benefit from any government grants, and did that help keep DouxMatok afloat?

Eran Baniel: Yes and no. We were well-funded mid-2019, so the only grants that were offered to us were for commercialization/marketing. Those allowed us to continue our go-to-market despite the delayed activities

Your final thoughts?

Eran Baniel: Covid didn’t change anything, only slowed some stuff and speeded up other activities. DouxMatok is in the “sweet spot” of providing a solution to the over-consumption of sugar leading to obesity and diabetes, offering “comforting food with a hugely improved nutritional profile

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