DouxMatok has added two new executives to its U.S.-based team as it works to introduce Incredo Sugar — a sugar reduction solution based on real cane sugar and its flagship product recognized as a special mention in TIME’s ‘Best Inventions of 2020’ — to the North American market.

Lorraine Niba has been named as the new v.p. of sales North America and Jim Schulok has been named as the new v.p. of applications for DouxMatok, a food-tech company, pioneering the development of efficient and nutritious flavor delivery technologies.

Niba brings over a decade of experience in scaling new, specialty ingredients, joining from Ingredion Inc., where she led business strategy and product portfolio for the company’s Global Nutrition Platform and a specialty sales development team focused on commercialization of new innovation products. 

Schulok brings nearly 25 years of executive leadership experience in product development and R&D with Mondelez and Kraft Foods, across a variety of categories and technologies, including chocolate, beverages, coffee, snacking and biscuits, and leading multiple projects with brands including Oreo, Cadbury, Ritz, belVita, Milka and Capri Sun.

Based on real cane sugar, Incredo Sugar improves the efficiency of sugar delivery to the sweet taste receptors and enhances the perception of sweetness, enabling substantial sugar reduction in baked goods, confectionery, spreads, chocolates and snacks without compromising taste, mouthfeel or texture. 

In response to consumer needs and preferences for limiting sugar consumption, Incredo Sugar empowered solutions, with nutritional fibers and proteins to replace the bulk of the sugar reduced, deliver great taste experiences and enhance nutritional values of sweet food products while reducing sugar consumption.

“We, at DouxMatok, know that ground-breaking technologies need a great, dedicated team, and experienced and passionate industry leaders, and with the addition of Lorraine Niba and Jim Schulok to lead our North America team, we’ll be able to turn our Incredo mission into reality,” said Eran Baniel, CEO and co-founder of DouxMatok. “Their combined experience, specifically with R&D and scaling new, innovative products, will help us inspire food manufacturers, brands and consumers in North America alike to prioritize tastier and healthier food options powered by Incredo Sugar.” 

To learn more about DouxMatok and keep an eye out for announcements from Incredo Sugar, please visit or follow along on LinkedIn.