Up to 80% Less Sugar: Better Juice's Announced Achieving GRAS Self-Determination for its Technology
Better Juice Poised for US Market Entry with New VP of Sales and GRAS Self-Determination
Rehovot, Israel - Better Juice, a pioneering startup offering innovative technology to reduce all types of sugars from a wide range of fruit products by up to 80%, is proud to announce that it has completed a GRAS (Generally Recognized as Safe) for its proprietary process. The GRAS determination has been analyzed by an independent Panel of experts qualified by their training and experience to evaluate the safety of food ingredients, particularly the use of novel enzymatic technologies to alter the sugar profile of juices. This determination covers all juice flavors, concentrated juices, and applications containing any type of juice concentrate or puree, as well as the final product and the process itself.
Better Juice, established at The Kitchen FoodTech Hub by Strauss, takes pride in its enzymatic sugar reduction process, which maintains all the "goodies" naturally present in the juice or puree. The technology ensures that healthy ingredients such as vitamins, including vitamin C, minerals, organic acids, and fiber, are preserved throughout the process. This means that consumers can enjoy the benefits of reduced-sugar fruit products without compromising on the essential nutrients that make fruit so valuable to a balanced diet.
Having used its immobilized enzyme with customers and partners over the past year, Better Juice can now enable juice companies to offer reduced-sugar products to consumers in the USA, thanks to the completion of the GRAS self-determination. As a next step, Better Juice will submit its novel technology to the FDA for review under the GRAS notification program. Gali Yarom, CEO and Co-founder of Better Juice: "Completing GRAS self-determination is a significant milestone for Better Juice, as it validates our technology's safety and efficacy in reducing sugar content by up to 80%. This recognition will enable us to expand our reach and help more food producers create healthier, reduced-sugar products that consumers increasingly demand."
Empowering Food Producers
Better Juice's technology empowers food producers to introduce more nutrition, creativity, and appeal to a wide array of natural fruit-based products and other goods containing natural sugar by dramatically lowering their sugar content. This enables the creation of healthier, clean-label products that align with growing consumer demands for reduced-sugar options.
Innovative Enzymatic Process and Patented Technology
Better Juice's environmentally friendly, clean-label conversion process uses natural enzymes in non-GMO microorganisms to reduce fruit sugars by converting them into nutritious dietary fibers or non-digestible sugars. This innovative process step can be easily installed into existing production lines, making it accessible and adaptable for various food and beverage manufacturers.
Better Juice has been granted patents for its technology in the United States, Europe, Brazil, Mexico, Japan, Australia, Korea, and Israel. The company has also recently applied for PCT (Patent Cooperation Treaty) for two additional patents, further solidifying its position as a leader in sugar reduction solutions.
Meeting the Growing Demand for Sugar Reduction
The global reduced sugar food & beverages Market is expected to reach $79.5 billion by 2028, registering a CAGR of 8.5% from 2021 to 2028 (According to a report by Grand View Research). Driven by growing consumer awareness of the health risks associated with excessive sugar consumption, such as obesity, heart conditions, diabetes, and skin disorders. Better Juice's GRAS self-affirmed technology is well-positioned to help manufacturers meet this growing demand for healthier, reduced-sugar products.
Strengthening the Team as Technology Reaches the Market
As Better Juice's innovative sugar reduction technology nears market readiness, the company has bolstered its leadership team by adding Colm O'Gorman as Vice President of Sales in April 2024. Colm brings extensive experience from his previous roles in innovation, process engineering, manufacturing system design and sales, including over ten years with GEA Group, with whom Better Juice has partnered, leading development and core technologies sales for their global technology center. . Earlier in his career, Colm led multidisciplinary teams to implement projects across industry including dairy, beverage concentrates, pharma and utilities, more recently as a senior consultant with Sagentia Innovation , focusing on the food and beverage industry,
Better Juice has also been working with NutraSteward, a leading scientific and regulatory consulting firm, to ensure the highest standards of intellectual property protection and regulatory compliance. NutraSteward's expertise helps Better Juice secure pre-market authorization and safeguard its innovative sugar reduction technology. This collaboration underscores Better Juice's commitment to delivering a safe, effective, and compliant solution to the food and beverage industry.
Photo credit: Nisan Haliva. / Better Juice.
At the picture :the founders of the foodtech company Better Juice Gali Yarom and Der Eran Blitsinski.
