CIRANDA Partners with Incredo® to Deliver Transformational Clean-Label Sugar Solutions to Food and Beverage Brands
Hudson, Wis. — [Date] — CIRANDA, a leading North American supplier of certified organic, non-GMO, and fair trade food ingredients, today announced a strategic partnership with Incredo®, the global ingredient technology company behind Incredo® Sugar, the world’s only sugar reduction solution made from real cane sugar. The announcement was made during Supply Side Global 2025 in Las Vegas.
This partnership marks a major expansion of CIRANDA’s clean-label ingredient portfolio, enabling the company to offer a suite of advanced sugar solutions that allow brands and manufacturers to reduce sugar without compromising taste, texture, or consumer trust.
Bringing Innovation to the Sweetener Space
Under the new collaboration, CIRANDA will distribute Incredo® Sugar, an award-winning, patented ingredient that provides a breakthrough in sugar reduction. Using a unique physical process, Incredo® Sugar enhances the efficiency of sugar delivery to taste receptors, allowing food producers to cut sugar content by up to 70%—all while maintaining the sweetness, mouthfeel, and functionality of traditional sugar.
Unlike artificial or high-intensity sweeteners, Incredo® Sugar contains no synthetic additives or sugar alcohols. It is non-GMO, gluten-free, and can be labeled simply as “cane sugar” or “cane sugar, protein.” This simplicity makes it ideal for brands focused on clean-label formulations and consumer transparency.
“Our partnership with Incredo® allows CIRANDA to meet one of the most pressing challenges in the food industry—reducing sugar while keeping labels clean and flavors authentic,” said Doug Audette, CEO of CIRANDA. “Consumers want recognizable ingredients and great taste. Incredo® Sugar checks both boxes and represents the kind of forward-thinking innovation we’re proud to deliver to our customers.”
Consumer Demand for Real, Recognizable Ingredients
The partnership comes at a time when sugar reduction remains a top consumer priority. According to a 2024 IFT presentation from Innova Market Insights, more than 60% of consumers in the U.S. and Canada say they would rather cut back on sugar than use alternative sweeteners. The same study found that cane sugar remains the most accepted natural sweetener, ranking higher in preference than stevia, monk fruit, and other sugar substitutes.
This data reinforces the growing demand for “real sugar, less of it”—a philosophy that aligns perfectly with Incredo® Sugar’s technology and CIRANDA’s clean-label ingredient ethos.
“In today’s market, consumers are reading labels more carefully than ever,” added Audette. “They want ingredients they understand, sourced responsibly, and produced with care for people and the planet. Incredo® Sugar gives manufacturers the ability to deliver on that expectation.”
Expanding Access to Clean-Label Sugar Reduction
CIRANDA will offer Incredo® Sugar across multiple product categories, including:
- Bakery and snacks
- Bars and confectionery
- Spreads and fillings
- Nutraceuticals and gummies
- Other better-for-you applications
Through this collaboration, CIRANDA aims to empower forward-looking brands to formulate healthier products without sacrificing indulgence or label simplicity. The addition of Incredo® Sugar complements CIRANDA’s extensive portfolio of certified organic and non-GMO ingredients, further strengthening its position as a trusted partner for purpose-driven food manufacturers.
A Partnership Built on Shared Values
Both companies emphasize sustainability, transparency, and innovation as core to their missions.
“Our companies’ missions are remarkably aligned,” said Aldo Uva, CEO of Incredo. “CIRANDA has a stellar reputation for partnering with brands that prioritize purpose and sustainability. Many of their customers are pioneers in developing products that are better for people and the planet. Together, we can accelerate the adoption of Incredo® Sugar across North America and support the food industry’s shift toward healthier, cleaner, and more sustainable formulations.”
Incredo® Sugar, recognized by TIME magazine’s Best Inventions, represents a new era of clean-label sugar reduction. By leveraging real cane sugar and proprietary technology, Incredo enables food producers to significantly lower sugar content while maintaining the authentic sweetness consumers expect—without relying on chemical sweeteners or complex ingredient statements.
Visit CIRANDA at Supply Side Global
Brands and product developers interested in learning more about Incredo® Sugar and its applications can connect with CIRANDA’s ingredient experts at booth #3972 during Supply Side Global 2025 in Las Vegas.
About CIRANDA
CIRANDA is a leading North American supplier and innovator of certified organic, non-GMO, and fair trade food ingredients that create and inspire positive change across the food industry. The company’s extensive portfolio includes gluten-free flours and starches, syrups and sweeteners, cocoa and chocolates, coconut products, lecithins, and vegetable oils.
Since its founding in 1994, CIRANDA has played a pivotal role in advancing the organic and fair trade movement, fostering sustainable growth that benefits consumers, farmers, and communities around the world. The company is 100% employee-owned and headquartered in Hudson, Wisconsin.
About Incredo
Incredo® is a global ingredient technology company and the creator of Incredo® Sugar, a patented clean-label sugar reduction solution made from real cane sugar. Recognized as a special mention in TIME’s Best Inventions, Incredo® Sugar allows food manufacturers to reduce sugar by up to 70% while maintaining the sweet taste and sensory experience consumers love.
Through its pioneering approach to flavor efficiency and nutrition innovation, Incredo empowers the food industry to develop better-for-you products that deliver both taste and health benefits—without compromise.