Fruit juices offer several attributes that consumers desire in beverages: they are nutritious, have clean labels, are tasty, natural, and portable. However, these drinks are also high in sugar. Extracting juice from fruits intensifies all the natural sugars present. For instance, a single glass of juice can contain the sugar equivalent of multiple fruits. According to data from the USDA, 12 fluid ounces of 100% orange juice contains 31.2 grams of sugar, while a regular-sized can of cola, also 12 fluid ounces, has 36.8 grams of sugar. Research indicates that consuming juice can lead to health consequences similar to those associated with drinking sugar-sweetened beverages.
Although many companies reduce the sugar content of their juices by diluting them with water or blending them with less sweet juices or artificial sweeteners, some companies are leveraging food technology for a different approach. Better Juice, an Israeli company, employs an enzymatic process to transform sugars into other compounds, such as fibers and proteins. This method maintains the sweet flavor and nutritional value of the juice while significantly reducing the natural sugar content. “The primary aim for the industry is to lower sugar levels, and most companies are seeking substitutes,” stated Gali Yarom, co-founder of Better Juice. With a background in engineering and experience in food and dairy sectors, she emphasized that Better Juice strives to “truly reduce sugar rather than just replace it.”
Founded in 2018 by Yarom and co-founder Eran Blachinsky—who is personally aware of the high-sugar issues in fruit juice due to a family history of diabetes—Better Juice was among the first companies to receive support from The Kitchen FoodTech Hub, a funding and innovation initiative backed by Israeli food leader Strauss Group. Similarly, global food giant Louis Dreyfus Company has introduced comparable enzymatic technology in Brazil, announcing a new not-from-concentrate orange juice with 30% less natural sugar and over three times the dietary fiber content last November. Currently, LDC is producing this reduced-sugar juice in Brazil and Belgium and plans to introduce it in China this year.
To decrease sugar levels in fruit juice, Better Juice manufactures enzymes, immobilizes them, and incorporates them into a bioreactor. The juice flows through the bioreactor, where enzymes convert sucrose into dietary fibers, glucose into gluconic acid, and fructose into sorbitol. GEA Group, a German engineering firm, supplies the specialized bioreactors necessary for this sugar-reduction process. Food manufacturers can seamlessly integrate the enzymatic technology and bioreactor systems into their facilities.
“As a startup, this gives us a significant advantage,” Yarom explained, viewing Better Juice as a biotech company. “It’s a quality system that provides a legitimate solution for the industry.” Better Juice can customize the extent of sugar conversion in juices, currently achieving a maximum conversion rate of 80%. Most juices still maintain an appealing taste with 30% less natural sugar, and any product with at least 25% less sugar compared to traditional versions is eligible to carry a “reduced sugar” label, per FDA guidelines.
However, Yarom noted that further sugar reduction opportunities exist. A company could remove half of the natural sugar and supplement it with a low-calorie sweetener, resulting in a product that is healthier overall while retaining sweetness. LDC’s process, akin to Better Juice’s, employs enzymes for sugar reduction. Though LDC has not disclosed specific details about its technique, Georges-Edouard Duriez, head of development and strategy, indicated that this sugar-reduction method is the outcome of five years of research and development efforts at LDC’s lab in Bebedouro, Brazil.
“This development aligns with our strategic vision to address growing consumer demand for nutritious, healthy, and responsibly produced dietary options, particularly for natural and clean-label products with reduced sugar and increased fiber content,” Duriez remarked.
Knowing how to effectively reduce sugar in juice is just one facet of Better Juice’s challenge. The company is currently compiling data to seek regulatory approval in various countries, with plans to submit its application to the FDA for generally recognized as safe status later this month. However, even with expedited approval, manufacturers still need time to validate, formulate, and prepare for new processes to produce their juice. Last year, Better Juice launched a demonstration facility capable of reducing sugar in 250 million liters of juice annually. Manufacturers can bring their juice to this facility in Israel to experiment with the enzymatic process.
Better Juice has also established a pilot unit at GEA Group’s innovation center in Germany and has equipment at a business-to-business juice manufacturer on the U.S. West Coast, which remains confidential. Juice producers in Asia, including one in the Philippines, are also testing Better Juice’s technology to evaluate its potential for permanent use. At the start of the year, Yarom shared that Better Juice’s pilot plant in Israel was actively engaged, with several U.S. and European companies utilizing the sugar-reduction systems for their juice products, taking the results for further testing and R&D. The facility is fully booked for trials through September, with Yarom expressing confidence that in 2024, various companies will begin launching products utilizing their technology.
LDC’s technology is proprietary and specific to its juice production, Duriez noted. The initial launch is set for the Asia Pacific region, with plans for expansion into North America, Europe, and South America. Better Juice initially focused on reducing sugar in orange juice due to its significant market and natural sugar content. However, Yarom indicated that the company is not limiting itself. Recent tests on berry and cherry juices, which contain 10% to 20% natural sugar, have demonstrated that the enzymatic technology is effective for both fresh and concentrated juices from these fruits.
Moreover, fruit juices are not the only beverages with high sugar levels; other drinks like milk and non-alcoholic beer also contain significant amounts of sugar. A 12-ounce serving of milk has approximately 12 grams of natural sugar, while a 12-ounce can of non-alcoholic beer can contain up to 28.5 grams of sugar. Yarom stated that Better Juice is extending its enzymatic technology to reduce sugar content 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 providing sugar-reduction solutions have concentrated on sweetener replacements, Yarom anticipates that more will follow the path chosen by Better Juice. “Honestly, we don’t really have competitors in our market,” Yarom remarked, “and I believe you will see this in the future.” Additionally, the integration of vitafusion calcium citrate into some of their products may enhance the nutritional profile, offering consumers even more reasons to consider these innovative beverages.