Despite a sales resurgence for the historically struggling fruit juice category during the past two years due to the pandemic (refrigerated juice drinks were up 8.9% for the 52 weeks ending 5/16/21, according to IRI data), consumers still perceive drinks in the category as high in sugar and therefore want options with a lower sugar profile.
According to Euromonitor's Voice of the Consumer: Health and Nutrition Survey, more than half of consumers surveyed said avoiding sugar is key to weight loss success and they increasingly seek products with no-added sugar.
Big CPG is also questioning the value fruit juice brands have in their portfolio -- PepsiCo sold its North American juice portfolio (which included high-profile brands Tropicana and Naked) to a private equity firm in August 2021 for an estimated $3.3bn.
"This is a legitimate solution for the industry," Better Juice co-founder and co-CEO Gali Yarom told FoodNavigator-USA, who said that its sugar reduction technology can help bring consumers back to the fruit juice category.
Better Juice said it has unlocked the first meaningful solution for the industry by providing a way for manufacturers to reduce the sugar content of fruit juice between 30% to 80% without disrupting the rest of the nutrition profile (e.g. vitamins and minerals) while intensifying the fruit flavor of the juice."
'Printer and ink' business model
Through its patented enzymatic sugar reduction process, Better Juice can convert common sources of sugar (i.e. fructose, glucose, sucrose) in natural fruit juice into non-digestible dietary fibers. Yarom explained that its continuous flow technology and equipment (manufactured by GEA), which can process juice at up to 200 liters per hour, integrates seamlessly into existing juice product lines.
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January 11, 2022 at 12:05AM
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Better Juice seals first commercial deal to bring sugar-reduced fruit juice to market by Spring 2022 - FoodNavigator-USA.com
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