Country Focus Reporting on the latest developments from the Israeli food and drink sector
Israel BT Sweet names new CEO to accelerate sugar substitute brand CAMBYA™ Tel Aviv food-tech start-up BT Sweet has names Yishai Potack as its new CEO. He will lead efforts to take the company’s CAMBYA™ natural sweetener to the next level of its go-to-market plans. CAMBYA is a plant-based, one-to-one drop-in sugar replacer for use in multiple food applications.
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Sweet was founded in 2019 with a mission to drastically reduce sugar intake by delivering an alternative “all-in-one” sweetening formula that is based on all-natural plant-based ingredients that will support the growing need for more nutritionally sound and betterfor-you CPG food products. Based in Tel Aviv, BT Sweet’s goal is to provide a game changing solution for those that are challenged to reduce their sugar intake due to obesity and other digestion related diseases. Yishai Potack has joined BT Sweet armed with two decades of extensive experience in leading the business, marketing, and product development needs of global medical device innovators. He previously held senior roles at ReWalk Robotics, Inc. developers of wearable robotic exoskeletons enabling spinal cord injured individuals to walk; Covidien Medtronic Minimally Invasive Therapies Group; and artificial cornea developers EyeYon Medical, Ltd. Mr Potack carries a BSc from The Hebrew University of Jerusalem and specialised in marketing at Yale University Business School, USA. “Yishai brings a wealth of knowledge and know-how in spearheading disruptive technologies and elevating start-ups to become well-established top-market names,” stated Dagi Pekatch, founder and Chairman of BT Sweet. “His multicultural experience in the global sphere, combined with strong leadership skills and
innovative marketing strategies, combine to make him a perfect fit for BT Sweet. We’re delighted to welcome him to the CAMBYA family.” Simultaneously, the company has added industry consultant Mervyn De Souza to a key position on its advisory board. “We also are extremely fortunate to have Dr De Souza join our advisory board,” added Mr Pekatch. “He is a savvy innovator and business strategist with seasoned knowledge of the food and beverage industry. Dr De Souza has enjoyed a long and accomplished career leading high-performing teams in developing growth strategies at multinationals Cargill, Sensient Technologies, and Tate & Lyle.”
CAMBYA’s guilt-free natural sweetener BT Sweet entered the B2B confectionary scene late last year with its breakthrough sweetening platform designed to help food formulators reduce simple sugars in their products without compromising the primary role of satisfying consumers’ sweet tooths. The proprietary formula is composed of a proprietary blend of plant-based fibers, monk fruit, and select botanicals. It functions as a 1:1 equivalent to sucrose in both body and taste. CAMBYA delivers optimal sweetening capacity, without the need for masking agents, and is ideal for lowering sugar levels in a broad range of products, including cereals, chocolates,
chocolate spreads, and more. It leaves no lingering aftertastes or altered textures. CAMBYA is supported by two patents, one for its formula and the second for its production process.
New growth engines for CAMBYA “Coming from the medical technology space, I have always been passionate about advancing solutions that make a truly positive impact on people’s lives and well-being,” enthused Mr Potack. “My appointment with CAMBYA marks my entry into the food and beverage world and effectively places me at the centre of the global battle against excess sugar consumption. I’m eager to take the reins and bring CAMBYA to the forefront of this international campaign.” Mr Potack will focus on propelling the company’s upcoming funding round and penetrating the North American B2B market. The company already attained two letters of intent with a leading US snacks producer and a gummy manufacturer. He also will increase R&D efforts to broaden the scope of sweet food applications for CAMBYA. “The booming US confectionary market is yearning for more compelling sugar replacement solutions, and we are already experiencing traction there. The European market also is in our plans, and we currently are awaiting EFSA approval for monk fruit, anticipated to arrive by the end of the year.” n Inside Food & Drink
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