Food technology startup, Better Juice, have created an innovative sugar-reduction process to reduce the sugar content of fruit sorbets, with an aim to give products a better-for-you upgrade.
Founded in 2018 by a team of biochemists and microbiologists from industry and The Hebrew University in Jerusalem, Better Juice was initially focused on sugar-reduction in fruit juice. With support from Israeli food-tech incubator The Kitchen Hub, Better Juice earned several patents for its technology and now has an advanced plant to serve health-conscious clients.
The company’s enzymatic technology is based on non-GMO microorganisms that naturally transform fruit juice’s composition of sucrose, glucose, and fructose into prebiotic oligosaccharides and other non-digestible fibres, without any impact on their natural complex of vitamins, fibre, and nutrients. The fruit juices are then treated in continuous-flow columns that contain immobilised sugar-reducing beads.
Better Juice made the decision to expand its impact by turning its technology to other fruit based sugars, adapting to process fruit concentrates and purées – the core ingredient of sorbets.
The taste of sorbet is typically constructed from around 50 per cent puréed fruit, added sugars or alternative sweeteners and water. This gives them a naturally high sugar content, with a typical glycemic index higher than ice cream, as the fruit based sugar is absorbed faster into the bloodstream.
Better Juice co-founder and CEO, Gali Yarom, said that even products claiming zero added sugar still house approximately 6 per cent to 10 per cent percent sugar from the fruit juice concentrate alone.
“We succeeded in creating delicious sorbets with as little as 2% percent sugar. Our treated sorbets possess a more gentle sweetness yet retain all their characteristic fruity notes and flavour, yet they have fewer calories and a lower glycemic index.”
The start-up produced sorbets in a range of flavours, including apple, orange, and strawberry, reducing sugar content by 50-70 per cent and caloric content by 40 per cent.
Better Juice co-founder and CTO, Eran Blachinsky, said that this accomplishment showcases the company’s ability to broaden the scope of applications that our technology can apply to.
“Its potential goes beyond just fruit juices to any product that contains real fruit components, such as jams and fruit roll-ups which are also in the pipeline for a Better Juice sugar reduction makeover,” he said.
“We deliver good news to consumers who are consciously seeking to reduce their sugar intake or with sugar sensitivities without having to give up the enjoyment of these sweet delights.”
US expansion plans
Better Juice aims to provide this technology to CPG ice cream and sorbet manufacturers through plug-in units that contain the patented immobilised enzymes. Manufacturers will be able to reduce the sugar content of their products, including for ice creams with fruit.
Ice cream makers will alternatively have the option of sourcing reduced sugar concentrates from other B2B/C Juice manufacturers in the US holding agreements with the company to install the sugar-reduction device in their facilities.
Better Juice recently obtained GRAS status from the US FDA, allowing it to sell its products in the US. The company will initially commercialise its solution for sorbet and ice cream in the US, and plans to extend its services to Europe and other regions.
Last January, Better Juice announced its collaboration with specialty ingredients provider, Ingredion Incorporated. Ingredion Ventures, the company’s venture investment arm, will lead the Series A funding round for Better Juice, to fast-track penetration of its sugar-reduction solution into the US juice market.
The company will showcase the reduced sugar sorbet at the IFT Expo in Chicago, on July 15-17.
