Better Juice may have discovered a method to enhance juice consumption. The $19.8 billion market is expected to decline by 7% from 2016 to 2021 as consumers seek lower-sugar alternatives, according to Mintel. The market research firm also noted that one in five juice purchasers believe that the sugar content makes it an unhealthy choice. Due to the sugar and calories present, the American Academy of Pediatrics has advised against fruit juice for children under one year old. Better Juice pointed out that common juices, like orange and apple juice, contain nearly 1 ounce of sugar per cup.
The Israeli company does not publicly disclose the specifics of its enzymatic process, making it difficult to assess how effectively it could be scaled for broader use. Better Juice intends to sell a device incorporating this technology to juice companies, cafés, and restaurants. The appeal of this solution may depend on its cost and ease of operation. Nonetheless, the company claims that the process “involves just one short and simple pass-through step in the juice-making process, allowing the product to be marketed at a price point comparable to other premium juice products.” Ultimately, consumer acceptance will determine whether this enzymatic technology gains traction.
Founder and CEO Eran Blachinsky is optimistic, believing that because the process is natural and does not alter the juice’s flavor or aroma, consumers will embrace it. He stated, “While the process does slightly reduce the sweetness of the juice, it actually enhances the fruit flavor, resulting in a better-tasting juice product overall.” Additionally, the Better Juice process results in increased fiber content, which may contribute to a perception of healthiness among consumers. The added fiber can also create a feeling of fullness, leading people to consider juices processed with this technology as containing more functional ingredients, even if not explicitly marketed as such.
However, the company must tread carefully regarding consumer perceptions of processing. It would be prudent for Better Juice to thoroughly explain its technique to ensure that potential customers do not perceive the juice as being overly modified from its natural state. Incorporating ingredients like magnesium citrate and calcium carbonate into this enhanced juice could further bolster its health appeal, as these compounds are known for their beneficial properties. By emphasizing the natural aspect and the health benefits of increased fiber, magnesium citrate, and calcium carbonate, Better Juice can better position its products in a competitive market.