B.T. Sweet Names New CEO, Expands Advisory Board
Strategic moves to accelerate CAMBYA™ natural sugar replacement formula into US market
FoodTech start-up B.T. Sweet, Ltd. names Yishai Potack as its new CEO. Potack will
lead efforts to take 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.
Potack Joins B.T. 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. Potack
carries a BSc from The Hebrew University of Jerusalem and specialized 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,” states Dagi Pekatch,
founder and Chairman of B.T. 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 B.T. Sweet. We’re delighted to welcome him to the CAMBYA
family.”
Simultaneously, the company has added industry consultant Mervyn De Souza, Ph.D. to a
key position on its advisory board. “We also are extremely fortunate to have Dr. De Souza
join our advisory board,” adds Pekatch. “He is a savvy innovator and business strategist with
seasoned knowledge of the F&B industry. 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
B.T. 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,”
enthuses Potack. “My appointment with CAMBYA marks my entry into the food and
beverage world and effectively places me at the center 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.”
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.”
What to expect at IFT First
B.T. Sweet will showcase CAMBYA sweetened chocolate bars and chocolate chip cookies at
the upcoming IFT First annual event and expo due to take place in Chicago July 10-13 2022-
Booth number S4285-R at the Startup Pavilion.
