REHOVOT, Israel, December 13, 2021 / PRNewswire / – FoodTech Better Juice, Ltd. has struck its first trade deal to bring reduced-sugar juices closer to the beverage shelves of supermarkets. The company has signed an agreement with a major US fruit juice maker for the commercial installation of its sugar reduction technology.
This is the first official business venture of Better Juice as part of its long-term collaboration with GEA Group, AG, Germany, a world leader in process engineering for the food and drink sectors. The two companies have joined forces in a strategic move to develop and promote sugar reduction technology in the global beverage market.
The start-up obtains a patent and self-asserted GRAS approval
Better Juice has been granted a patent for its enzymatic process for reducing sugar in Europe. Armed with recent self-asserted GRAS status, the company is poised to market its innovative system to food and beverage manufacturers around the world. “These achievements, combined with GEA’s know-how and cutting-edge technology, will open the door to closer collaboration with food companies,” explains Eran Blachinsky, PhD, co-founder and co-CEO of Better Juice.
Better-Juice’s patented enzyme technology uses all-natural ingredients to convert sugars fructose, glucose and sucrose into prebiotic and other non-digestible fibers. The juice passes through a continuous flow bioreactor housing non-GMO microorganisms that transform unwanted sugars into beneficial, non-digestible molecules. It has capabilities to reduce sugar loads by up to 80%, while preserving all of the vitamins and other nutrients inherent in the fruit. The process moderates the sweetness of the juice, while intensifying the flavor of the fruit.
Juices with reduced sugar will line the shelves next year
As part of the new company, GEA will design, manufacture and install the bioreactor that reduces sugars and provide follow-up technical support. Better Juice will produce the microorganisms for the enzymatic process. According to the first commercial order, the fruit drink maker will produce natural juices with a minimum sugar reduction of 30% and expects the product to hit supermarkets by spring 2022.
“This new agreement marks an exciting step in our mission to launch our sugar reduction technology, enter the US market and expand our global footprint,” Blachinsky enthuses. “We have officially launched our campaign to help consumers take advantage of reducing the sugar in their favorite fruit juice. “
“Scaling up is always a challenge,” admits Gali yarom, co-founder and co-CEO of Better Juice. “But when your partner is GEA, with its vast industrial food processing capabilities and global presence, the acceleration of Better Juice to market is much faster and adds value to the supply chain. Imagine – within months, affordable, downsized – sweetened fruit juice will be a ready option for American consumers. “
The equipment has been tested at GEA’s quality assurance facilities in Germany and can be easily integrated into existing juice production lines, delivering product at a capacity of up to 200 liters per hour. The total production capacity of low-sugar juices can be tailored to the needs of the manufacturer.
“Better Juice has incredible potential to transform the global juice industry,” notes Colm O’Gorman, Head of Sales Management for GEA’s Global Technology Center for Soft Drinks. “As consumer demand for low sugar beverages continues to increase, we look forward to joining Better Juice on this memorable journey. We look forward to delivering products that meet one of the primary needs of consumers in reducing their sugar intake, especially in everyday drinks. “
About Better Juice
Israeli foodTech start-up Better Juice was founded in 2017 by a team of food industry professionals with the goal of helping beverage makers produce healthier, lower-sugar fruit juices. Better Juice has developed a revolutionary solution that naturally reduces the amount of sugar in fresh juice drinks by up to 80 percent, without affecting its nutritional value or taste. The company is backed by The Kitchen FoodTech Hub – the Strauss Group incubator, whose goal is to nurture promising foodTech companies that can disrupt the global food system – making it more productive, more affordable, more sustainable and healthier. .
GEA is one of the world’s largest system suppliers for the food, beverage and pharmaceutical industries. The international industrial technology group specializes in machinery and plants as well as advanced process technology, components and comprehensive services. With more than 18,000 employees, the group achieved a turnover of more than 4.6 billion euros during fiscal year 2020. The focus is on continuously improving the sustainability and efficiency of customers’ production processes. GEA’s factories, processes and components help achieve significant reductions in carbon emissions, plastic use and food waste in production around the world. In this way, GEA makes a decisive contribution to a sustainable future, in perfect harmony with its business philosophy “of engineering for a better world”.
GEA is listed on German MDAX and STOXX® Europe 600, and is also one of the companies making up the DAX 50 ESG and MSCI Global Sustainability indices.
More information can be found online at gea.com.
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SOURCE Best Juice