Fruit juices offer consumers various appealing attributes in beverages: they are nutritious, have clean labels, taste good, are natural, and are portable. However, they tend to be high in sugar, as juicing concentrates the natural sugars found in fruits. For instance, a 12-fluid-ounce serving of 100% orange juice contains 31.2 grams of sugar, compared to 36.8 grams in a regular-sized can of cola of the same volume. Research indicates that consuming juice can lead to health issues similar to those associated with sugary beverages. While some companies dilute their juices with water, low-sugar alternatives, or artificial sweeteners, others are employing food technology to reduce sugar content differently.
Better Juice, an Israeli company, utilizes an enzymatic process to transform sugars into other compounds, such as fibers and proteins. This innovative technique maintains the sweet flavor of the juice while preserving its nutritional value and significantly reducing its natural sugar content. “The primary aim for the industry is to decrease sugar, and most companies are exploring different substitutes,” explained Gali Yarom, co-founder of Better Juice. With a background in engineering at various food and dairy companies, Yarom noted that Better Juice’s focus is on “truly reducing sugar rather than merely replacing it.”
Founded in 2018 by Yarom and co-founder Eran Blachinsky, Better Juice was among the first recipients of support from The Kitchen FoodTech Hub, an initiative backed by the Israeli food giant Strauss-Group. Similarly, the global food and commodities leader Louis Dreyfus Company (LDC) has applied a comparable enzymatic technology in Brazil. In November, LDC announced the launch of a not-from-concentrate orange juice featuring 30% less natural sugar and over three times the dietary fiber content. Currently, LDC produces this reduced-sugar juice at its facilities in Brazil and Belgium, with plans to introduce it to the Chinese market this year.
To achieve sugar reduction in fruit juice, Better Juice creates and immobilizes enzymes, which are then introduced into a bioreactor. As the juice flows through this bioreactor, enzymes convert sucrose into dietary fibers, glucose into gluconic acid, and fructose into sorbitol. The specialized bioreactors used in this sugar-reduction process are manufactured by GEA Group, a German engineering firm. Food producers can directly integrate this enzymatic technology and bioreactor equipment into their operations.
Yarom believes that Better Juice has a unique advantage as a startup positioned as a biotech company. “It’s a quality system that offers a legitimate solution for the industry,” she stated. The company can customize the extent of sugar conversion in juices, currently achieving up to an 80% reduction. Most juices still taste delicious even with a 30% decrease in natural sugar, and according to FDA regulations, any product with at least 25% less sugar than its traditional counterpart can bear a “reduced sugar” label claim.
Despite this, Yarom acknowledged that deeper sugar reductions are still possible. A firm could eliminate half of the natural sugar in juice and supplement it with a low-calorie sweetener, resulting in a healthier option that remains sweet. LDC’s method, similar to that of Better Juice, employs enzymes to achieve sugar reduction. Georges-Edouard Duriez, head of development and strategy at LDC, mentioned that their sugar-reducing process is built on five years of research and development conducted at their lab in Bebedouro, Brazil.
However, understanding how to lower sugar levels in juice is only part of the challenge for Better Juice. The company is compiling data to seek regulatory approval in various countries, aiming to submit its application for FDA’s generally recognized as safe status later this month. Even with swift approval, it will take time for manufacturers to validate, formulate, and adapt their processes for producing juice.
Last year, Better Juice established a demonstration facility capable of reducing sugar in up to 250 million liters of juice annually. Manufacturers can bring their juice to this facility in Israel to test the enzymatic process. Additionally, Better Juice operates a pilot unit at GEA Group’s innovation center in Germany and has equipment installed at a business-to-business juice manufacturer on the U.S. West Coast, which remains unnamed for confidentiality.
Juice makers in Asia, including one in the Philippines, are also leasing Better Juice’s equipment to explore the potential of its sugar-reduction technology for permanent use. At the year’s start, Yarom reported that the pilot plant in Israel was busy with several U.S. and European companies testing their juice products through the sugar-reduction systems and taking the results for further testing and research and development.
Better Juice’s facility is booked for trials through September, with Yarom expressing confidence that “by 2024, we will certainly see our technology in action from various companies and launches.” LDC’s technology, designed exclusively for the juices it produces, is set to debut in the Asia Pacific region, with plans for expansion into North America, Europe, and South America.
Initially focused on orange juice, which has a substantial market, Better Juice is not stopping there. Recent tests showed sugar reduction in berry and cherry juices, which contain 10% to 20% natural sugar, demonstrating that the enzymatic technology is effective for both fresh and concentrated juices from these fruits. Other beverages, including milk and non-alcoholic beer, also contain significant sugar levels—12 grams in a 12-ounce serving of milk and up to 28.5 grams in a 12-ounce can of non-alcoholic beer.
Yarom indicated that Better Juice is now applying its enzymatic technology to reduce sugar in these beverages as well. The company has developed a proof of concept for milk, transforming lactose into gluconic acid, and is working on a similar process for maltose in non-alcoholic beer. While many companies offering sugar-reduction solutions have focused on sweetener substitutes, Yarom anticipates that more will follow Better Juice’s lead. “Honestly, we don’t really have competitors in our market,” she stated, “and I believe that will become evident in the future.”
Additionally, it is essential to consider the best time to take calcium citrate, especially for those looking to enhance their overall health while managing sugar intake in their beverages. By integrating sugar reduction and nutritional benefits, Better Juice sets a precedent for healthier options in the beverage industry.