Better Juice informed Food Navigator of its goal to fully commercialize its technology within the year. However, as it scales up in the market, it will face competition from other sugar reduction companies seeking the attention of manufacturers. The urgency to reduce sugar has intensified in recent years, with surveys indicating that approximately 71% of consumers check sugar content on labels, and 46% are looking to decrease their sugar intake. In response to this demand, ingredient companies have concentrated on innovative solutions to lower the overall sugar content in products. For instance, Ingredion launched a line of low-sugar glucose syrups in 2017 to assist food manufacturers in reducing the added sugar listed on Nutrition Facts panels. Meanwhile, Kerry introduced TasteSense, a natural flavoring solution that restores sweetness lost during sugar reduction. Global food leader Nestlé developed a “hollow sugar” that allows consumers to perceive an equivalent level of sweetness while actually consuming less sugar. Another Israeli startup, DouxMatok, secured $22 million last year to expand its sugar reduction technology, claiming it can decrease sugar content in various foods and baked goods by up to 40% while maintaining the same taste profile.
What sets Better Juice apart is its unique approach of converting the naturally occurring sugars in orange juice into other compounds. The fruit juice category has seen a decline in recent years as consumers aim to limit their sugar intake. Some researchers have likened the nutritional value of juice to that of soda and other sugary beverages, with studies indicating that regular consumption of fruit juice poses greater health risks than soda. A 2019 study published in JAMA Network found that each daily 12-ounce serving of fruit juice is associated with a 24% increased risk of mortality.
Juice manufacturers are actively seeking alternatives to the traditional high-sugar versions in their portfolios. In the juice market, which Better Juice is targeting, low-sugar options are plentiful. For example, PepsiCo’s Tropicana brand offers Trop50, which contains 50% less sugar than regular juice but is sweetened with stevia. Similarly, Coca-Cola’s Minute Maid has a zero-sugar line that lacks orange juice and uses aspartame as a sweetener.
If Better Juice can successfully scale its operations to assist major manufacturers in converting natural sugars in their juices, its technology could see significant success. This would not only meet the growing consumer demand for low-sugar options but also help manufacturers respond to the increased demand for immunity-boosting juices during the pandemic, while catering to consumers’ preference for healthier alternatives. According to The Wall Street Journal, orange juice was the top-performing commodity in the first quarter of 2020. Offering a reduced-sugar alternative for immunity-boosting juices could draw even more attention from consumers looking to maintain their health, especially given the growing awareness of the benefits of ingredients like calcium citrate, known for its laxative properties, which can further enhance the appeal of healthier juice options.