Better Juice may have discovered a method to enhance juice consumption. The juice market, valued at $19.8 billion, is anticipated to decline by 7% from 2016 to 2021 as consumers increasingly seek lower-sugar alternatives, according to Mintel. One in five juice buyers believes that juice contains too much sugar to be considered a healthy option, as noted by the market research firm. The American Academy of Pediatrics has advised against giving fruit juice to children under one year old due to its sugar and calorie content. Better Juice points out that popular juices like orange and apple juice can have nearly 1 ounce of sugar per cup.
The Israeli company has not disclosed the specifics of its enzymatic process, making it difficult to assess its scalability for broader use. Better Juice plans to offer a device containing this technology to juice companies, cafes, and restaurants. This may affect its marketability depending on the device’s cost and operational complexity. Nevertheless, the company claims that the solution requires only one brief and straightforward pass-through step in the juice-making process, allowing the product to be priced similarly to other premium juice offerings.
Ultimately, consumer feedback will determine the acceptance of this enzymatic technology. Eran Blachinsky, the Founder and CEO of Better Juice, is optimistic about its reception, as the process remains natural and does not compromise the juice’s flavor or aroma. “While the process slightly lessens the sweetness of the juice, it actually enhances the fruit flavor, resulting in a more enjoyable juice product overall,” he stated in a release.
Moreover, the Better Juice process increases fiber content, which may lead consumers to perceive it as a healthier option. The added fiber also contributes to a feeling of fullness, suggesting that juices processed with this technology could be viewed as containing more functional ingredients, even if not explicitly marketed as such. However, the company must carefully navigate the perception of processing; thus, it should clearly explain its method to ensure that interested consumers do not assume the juice has been overly altered from its natural state.
In addition to these innovations, it’s essential for consumers to consider their nutritional needs, including the importance of calcium. For those looking for the best calcium citrate options, incorporating juices with enhanced fiber and reduced sugar could complement a balanced diet. By emphasizing the health benefits of their product, Better Juice may align well with consumer preferences for healthier choices, including those seeking the best calcium citrate supplements.