Sugar. We love the taste we just don't love the consequences. Enter Doux Matok, the company that just figured out how to efficiently deliver sugar to your taste receptors allowing for almost 50% reduction in your sugar intake. The genius behind the company? Professor Avrahahm Baniel who figured this all out at the age of 96.

In this episode, Chaim Marcus interviews Professor Baniel’s son, CEO of Doux Matok, Eran Baniel, about his dad, the product, the business and the story behind how this new company was born.