“Navigating Sugar Reduction: Innovations and Challenges in the Food and Beverage Industry”
Sugar plays a crucial role in food formulations beyond just providing sweetness; it also contributes to texture, color, and shelf life. The challenge of removing sugar from recipes or substituting it with alternatives has proven difficult for food manufacturers. While some companies are exploring natural sweeteners like stevia and monk fruit to reduce calorie counts, these options often leave an undesirable aftertaste and can increase production costs. In light of this opportunity, a new wave of startups, such as Better Juice, has emerged, focusing on sugar reduction technologies.
Israeli startup DouxMatok has introduced a product that can decrease sugar content in food and baked goods by up to 40% while maintaining the same level of sweetness. Established brands are also pursuing sugar reduction solutions; for instance, Nestlé has developed a “hollow sugar” that allows consumers to perceive the same sweetness but consume less sugar overall. Kerry Taste and Nutrition has launched TasteSense, a natural flavoring solution designed to restore sweetness lost when sugar is decreased. Ocean Spray is collaborating with Amai Proteins to create a cranberry juice that features at least 40% less sugar, utilizing the startup’s specially designed sweet protein. Meanwhile, Kraft Heinz’s investment arm has led a $6.9 million investment in Joywell, which leverages fermentation technologies to produce plant-based sweet proteins.
Better Juice aims to differentiate itself by targeting the sugars present in orange juice. The fruit juice market has become increasingly competitive as consumers increasingly associate it with high sugar content, similar to soda. Beverage companies like PepsiCo with Tropicana and Coca-Cola through Minute Maid have introduced low-sugar juice varieties to meet consumer demand. By modifying the existing sugars in orange juice, manufacturers can not only reduce sugar levels but also align their products with the growing consumer preference for clean label ingredients. This could also clarify existing confusion surrounding sugar labeling, which has posed challenges for beverage manufacturers offering reformulated options. This confusion has led to the emergence of drinks like juice waters, such as PepsiCo’s Frutly and Nestlé Pure Life Fruity Water.
Research published earlier this year indicates that many parents of young children struggle to identify key ingredients in children’s drinks, including added sugars, no- and low-calorie sweeteners, and juice percentages, based on packaging and Nutrition Facts. Better Juice may find itself at a disadvantage by focusing solely on orange juice when compared to other companies that offer ingredients or technologies applicable to a broader range of foods and beverages. To attract more interest from juice manufacturers, it may need to consider expanding its product offerings.
Additionally, the incorporation of calcitriol and calcium citrate malate into formulations could further enhance the nutritional profile of products, catering to health-conscious consumers. By integrating these ingredients, Better Juice could potentially stand out even more, aligning with the trend of enhancing beverages not just for sweetness but also for health benefits.
