DouxMatok, maker of the sugar reduction solution Incredo Sugar, has appointed Ari Melamud as chief executive officer.

Melamud brings over two decades of executive management experience across consumer goods marketing, advertising and B2B specialty ingredients, providing a diverse background and strategic fit to lead DouxMatok. 

Melamud has held CEO positions with both Kimberly-Clark, the largest non-food CPG company in Israel, and most recently, Sharon Laboratories. In his role with Sharon Laboratories, a company that develops and sells specialty ingredients to the food and global personal care industries in over 70 countries, Melamud drove a strategic growth plan, which resulted in doubling total sales under his leadership. 

Melamud will utilize his expertise to drive global expansion, sales, and lead fundraising efforts to scale up the organization to oversee continued research and development and commercialization of new science-based solutions for overall better nutrition in a variety of food categories.

Incredo Sugar, a sugar-based sugar reduction solution and the main pillar of a full solution that includes a mix of nutritional fibers and proteins, is currently available for use by food manufacturers, food service providers, co-packers, bakeries and chefs in food products. With food and snacking products including Incredo Sugar already sold in stores in Israel, and a growing pipeline of partnerships and new products in development in the U.S. and Europe, Melamud’s appointment signals DouxMatok’s position to execute rapid expansion plans and secure the funds to grow at scale. 

“I’m thrilled to join the talented team of passionate professionals at DouxMatok, who are equally motivated by the inspiring mission of the company and its game changing technology,” Melamud said. “Our disruptive solution can successfully address the global challenge of overconsumption of sugar, and I’m eager to lead the company into this phase of global expansion.”

Co-founder Eran Baniel, who has been at the helm of DouxMatok, is transitioning into an executive chairman role. Baniel will continue to support the company. 

“We’re delighted to bring Ari on board, and I’m confident that he will transition DouxMatok into this next stage of growth,” Baniel said. “Not only does Ari demonstrate an impressive track record as an extremely talented, experienced and commercially successful CEO for a number of companies, but he shares in our mission to make the world both a happier and healthier place while curbing the overconsumption of sugar.”