When veteran entrepreneur Yuval Klein was simply six years outdated, he tasted a drink that may change the course of his life.
‘Rosetta’ is a candy and bitter Israeli beverage constituted of sugar and almonds. When served chilly on a sweltering sizzling day, because it was on this event in Jerusalem, 1967, it’s ‘probably the most superb drink ever made’, recalled Klein.
The entrepreneur has lengthy been attempting to recreate this beverage with the ‘proper’ steadiness between bitterness and sweetness. However after an intensive profession (Klein has based or co-founded no less than six corporations in his lifetime, together with sugar discount start-up BlueTree Applied sciences), he has lately discovered extra time to dedicate to this undertaking.
Round eight years in the past, the entrepreneur set about learning completely different sugars and their sweetness to assist develop the proper Rosetta recipe. To assist the method, he developed an app designed to explain sweetness.
Realising that meals and beverage makers may additionally profit from understanding what ‘sweetness’ means for customers, Klein based MAMAY Applied sciences in 2022.
As founder and CEO, Klein led the event of an AI-powered algorithm to find out the ‘goal’ sweetness of product. Style, he informed FoodNavigator, will be digitised.
Beginning with the digitisation of sweetness, the start-up makes use of laboratory tools to conduct bodily and chemical testing on meals or beverage merchandise. The checks analyse these merchandise’ molecules.
Understanding the impression of those molecules – and their impression on style and scent when mixed – permits MAMAY to objectively map their sweetness profile.
The corporate lately launched its first software program as a service (SaaS) platform designed to offer an ‘goal simulator of product style, odour, and really feel’. The platform can quantify the impression of sweetness primarily based on greater than 70 eligible sweeteners in meals and drinks, we have been informed.
The expertise is powered by synthetic intelligence to handle the huge quantities of information required to digitise style.
As as to whether the platform may find yourself changing sensory panels, the founder advised it may substitute no less than a few of them. Sensory panels would nonetheless be required to find out whether or not customers like or dislike a product, however MAMAY’s AI-powered algorithm may do the remaining.
The beginning-up has already partnered with companies working in water, espresso, milk, and tea classes, who can use the platform to find out the style of their very own product, in addition to that of their rivals.
And sweetness is ‘just the start’, defined MAMAY’s founder and CEO. Within the coming months and needs to supply providers for saltiness, bitterness, sourness, and spiciness.
