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. —Sanya Mansoor
More Must-Reads from TIME
- Where Trump 2.0 Will Differ From 1.0
- How Elon Musk Became a Kingmaker
- The Power—And Limits—of Peer Support
- The 100 Must-Read Books of 2024
- Column: If Optimism Feels Ridiculous Now, Try Hope
- The Future of Climate Action Is Trade Policy
- FX’s Say Nothing Is the Must-Watch Political Thriller of 2024
- Merle Bombardieri Is Helping People Make the Baby Decision