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Better Juice expands its range to sorbets

Food tech startup Better Juice has developed a technology to reduce the sugar content in fruit sorbets. The process retains the natural vitamins, minerals, and flavours of fruit, while offering manufacturers an easy-to-implement and scalable solution that aligns with consumers' preferences for reduced sugar options.

According to 2024 data from Mintel, over half of juice and smoothie drinkers in the UK are trying to limit their consumption to one small glass a day due to sugar intake.

Many companies turn to artificial sweeteners to replace the sugar in their products, but this may no longer meet consumers’ growing interest in natural and healthy sugar alternatives. Research by Kerry found that 77% of global consumers prioritise the type of sweetener used in food and drink, with 75% preferring natural sweeteners, indicating a strong demand for sugar-reduction solutions that avoid artificial additives.

Sugars in fruit juices converted into non-digestible fibres and prebiotic compounds

Better Juice, a B2B company based out of Israel, was founded in 2018 to create foods that reduce sugar content naturally. The founders, with backgrounds in food science and engineering, developed an enzymatic technology that uses non-GMO microorganisms to convert sugars in fruit juices into non-digestible fibres and prebiotic compounds. This innovation aimed to address the growing consumer demand for healthier, lower-sugar food and beverage options, without sacrificing flavour.

The company's initial focus was reduced sugar juices, but it has now expanded its operations to include fruit sorbets.

Better Juice's technology enables “sorbets with as little as 2% sugar”

To enable this, the company took its enzymatic technology and adapted it to process fruit concentrates and purées, the key ingredients in sorbets. Better Juice claims this will enable the sugar content of sorbets to be reduced by 50-70% and a calorie reduction of 40%.

Better Juice's technology uses proprietary beads made from non-GMO microorganisms that produce enzymes. These enzymes transform a portion of the fructose, glucose, and sucrose in fruit concentrates and purées into prebiotic fibres and other non-digestible molecules. In addition to reducing the sugar content, this process also retains the natural vitamins, fibre, and nutrients present in the fruit.

Gali Yarom, co-founder and CEO of Better Juice, discussing the high sugar content of sorbets, said in a press release: "Even products claiming zero added sugar still house approximately 6% to 10% percent sugar from the fruit juice concentrates alone."

This means that a typical sorbet usually surpasses ice cream on the glycaemic index, due to its zero fat content and sugar from the fruits, which enables it to be quickly absorbed into the bloodstream.

Yarom noted that the company was able to create sorbets with as little as 2% sugar. She added: “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 glycaemic index."

According to Better Juice, sorbet manufacturers can reduce sugar content by up to 80% using the company's plug-in units which contain the patented enzymes.

The technology has been approved for commercial use in the US

Better Juice recently obtained self-affirmed GRAS (Generally Recognized as Safe) status from the USFDA, allowing its technology to be commercially used in the US. The company also plans to extend its reach to Europe and other regions.

Eran Blachinsky, co-founder and CTO of Better Juice outlined the impact of the recent GRAS approval on the company’s ventures. He said: "[Better Juice’s technology] 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. 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."