Sesame Summit 2026 – application open

Incredo: Preserving Delicious Taste with Sugar Reduction

Founded in 2014 by Eran and Avraham Baniel, Incredo is led by Co-CEOs Kelly Thompson (Duffin) and David Tsivion, and has emerged as a leader in the food tech industry with its flagship product, Incredo Sugar. This clean-label sugar reduction solution decreases sugar content by up to 70% while maintaining the delicious taste of sugar consumers love.

TIME recognised Incredo Sugar in its Best Inventions of 2020, highlighting it as a major advancement in the quest for healthier food options, and enabling consumers to enjoy their favorite treats without compromise.

sugar reduction
📸:Incredo

The Vision Behind Incredo

Co-CEO Thompson shares the philosophy driving their innovation: “We named our product Incredo® Sugar because it captures the essence of our vision: enjoying your favorite sweet treats without compromise.” This innovative solution enhances taste and promotes healthier consumption, aligning with the growing demand for better-for-you products. Incredo aims to redefine sugar consumption, making it easier for people to choose healthier options without sacrificing flavor.

Commitment to Health

Thompson reflects on her dedication to the food industry: “I’ve dedicated my entire career to the food industry, consistently focusing on innovation. The importance of reducing sugar intake and promoting healthier lifestyles cannot be overstated.” This deep commitment shapes Incredo’s mission to improve global nutrition and transform lives through better food options.  The company focuses on health and wellness not just as a trend but as a fundamental part of its identity and goals.

Our Diverse Team

In general, Incredo operates from multiple locations, including laboratories in Texas and Israel, boasts a talented team of 33 professionals. This group of chemists, food technologists, engineers, and business strategists unites around a common goal: to innovate in food tech. Thompson highlights, “Our comprehensive team ensures we can address every aspect of our solution with precision, innovation, and effectiveness.” This collaborative environment emphatically fosters creativity and drives the development of cutting-edge solutions that meet consumer needs.

sugar reduction
📸:Incredo

Target Market Strategy

Incredo strategically targets food manufacturers, bakeries, chefs, and chocolatiers, additionally positioning itself uniquely within a competitive landscape. Thompson explains, “Unlike other solutions, Incredo Sugar is labeled simply as ‘sugar’ because it is real sugar.” Therefore, this clean-label approach not only enhances transparency but furthermore appeals to health-conscious consumers who seek authenticity in their products. This clean-label advantage appeals to health-conscious consumers who seek transparency in their products. By emphasizing authenticity, Incredo Sugar stands out in a market often dominated by artificial sweeteners and complex ingredient lists.

Revenue and Reach

Incredo generates revenue through direct US and European sales, complemented by distributor partnerships. The company’s innovative products are already present in various offerings, including cookies, chocolates, snacks, and spreads, reflecting a broad market reach. This successful model not only enhances accessibility but also positions Incredo as a go-to solution for food manufacturers seeking to reduce sugar in their products without compromising taste. Consequently, it allows Incredo to effectively meet the growing demand for healthier alternatives.

Strategic Expansion Plans

During Incredo’s participation in SIAL Startup Village shows its commitment to expanding in Europe. Co-CEO Thompson says, “Especially we aim to showcase our innovative products and strengthen customer relationships.” This strategy seeks to boost brand awareness and generate leads for sustained growth. In 2024, Incredo plans to expand its product presence to meet the rising demand for low-sugar options. “With Incredo Sugar, we are committed to offering more reduced sugar products,” asserts Thompson, aligning with market trends and addressing health-conscious consumers.

sugar reduction
📸:Incredo

you might also like

Fundraising 3 hours ago

London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

Fundraising 5 days ago

Belfast's Cloudsmith has raised $72M Series C led by TCV, with Insight Partners participating, to expand its artifact management platform and secure the AI-era software supply chain.

Fundraising 5 days ago

Berlin’s VREY has raised €3.3M seed led by Rubio Impact Ventures to roll out rooftop solar software for Germany’s multi-family buildings.

Subscribe to
our Newsletter!

Stay at the forefront with our curated guide to the best upcoming Tech events.