Israel-based Better Juice, Ltd., branded as the “first food-tech start-up to develop technology to reduce all types of sugars in orange juice,” and Brazillian producer of orange juice concentrate, Citrosuco, are joining forces. The partnership will set up a pilot plant to reduce sugars in orange juice. The development plans are funded partly by Citrosuco, which is also bringing technical and operational expertise to the table.
Fruit juices contain vitamins, minerals and many other beneficial nutrients, but include three types of sugars. Better Juice says its “game-changing” enzymatic technology offers the capability to naturally transform all types of fruit sugars into healthy prebiotic fibers and other non-digestible sugars.
Other sugar-reducing tactics such as the use of sweeteners is barreling towards the mainstream. An Innova Consumer Lifestyle and Attitudes Survey (2018), found that nearly seven out of ten consumers across the countries surveyed (US, UK, France, Germany, China and Brazil) have reduced their sugar intake. This is particularly so among the over 55 age group, with consumers in France and Brazil the most likely to be reducing sugar in their diet. Consumers are also cutting back on sweet snacks more than savory.
Better Juice was founded in 2017, by a team of food professionals, including a biochemist and a microbiologist from The Hebrew University in Jerusalem with extensive experience in product development. The company received its seed investment and is supported by The Kitchen Hub – Strauss Group’s food-tech incubator.
“Our device uses non-GMO microorganisms to convert the sugars. This provides orange juice manufacturers with a ready opportunity to meet the trends and claims for reduced sugars, all while keeping the flavor of the beverage,” says Eran Blachinsky, Ph.D., Founder and CEO of Better Juice. “The global orange juice market is valued at billions of US dollars with an outstanding potential to create better-for-you orange juice beverages.”
The proprietary technology is said to offer a reduction between 30 to 80 percent of all the sugars in orange juice, explains Blachinsky. “This makes it easy to conform to the allowable claims of ‘reduced sugar’ in food and beverage products minimum 25 percent reduction required by the FDA, as well as the 30 percent reduction required by the EFSA.”
"We have been seeking an orange juice sugar reduction technology for some time,” says Alex Marie Schuermans, Product Development and Applications General Manager of Citrosuco. “Better Juice’s solution holds a lot of promise and we are confident that by combining their technology with our know-how, we can accelerate production of the first sugar-reduced orange juice.”
“This collaboration with Citrosuco is a vote of confidence in Better Juice’s leading technology and its capabilities for reducing sugar in orange juice,” notes Blachinsky. “We’re excited to work with this strategic partner and help create juices with low sugar — the latest frontier in sugar reduction.”
In 2018, Better Juice’s sugar reduction solution was awarded the “Most Innovative Technology” distinction at the Start-up Innovation Challenge hosted by Health ingredients Europe in Frankfurt. The technology was developed in conjunction with The Hebrew University in Rehovot, Israel and The Kitchen Hub incubator, Ashdod, Israel.
Innovating around sugar reduction
Aligning with consumer demand for low- and no-sugar versions of products, solutions in sugar reduction have proliferated in the market this year. In this space, Nestlé has created a unique new chocolate made entirely from the cocoa fruit, using only the beans and pulp as ingredients. The new chocolate, to be launched in Japan this autumn, has been developed using a “natural approach” and patented technique which does not require adding any refined sugar.
In June, Israeli food-tech company DouxMatok secured US$22 million in a series B funding round for its sugar reduction solution that enables a reduction of “sugar with sugar.” By increasing the efficiency of sugar delivery to the tongue’s sweet taste receptors, the technology allows food products to be made with 40 percent less sugar without compromising taste, mouthfeel or texture.
Last April, Layn, a producer of plant-based sweeteners, flavors and botanicals, launched Lovia, a solution that integrates monk fruit mogrosides with specific steviol glycosides to enable more profound sugar reduction with a sugar-like taste.
And earlier this year, Israel-based Gat Foods unveiled Fruitlift – an innovative fruit-based formulation containing natural plant fibers that is available in a wide range of flavors. The base additive can be used as a natural fruity flavoring or blended neutrally into a cereal brand’s signature flavor.
