‘A mutually beneficial opportunity’: Ingredion prepares to market Better Juice sugar reduction tech

Ingredients supplier Ingredion and Israeli food tech start-up Better Juice have announced plans to collaborate. The move, which will see Ingredion market Better Juice’s technology from Q2 this year, will ‘open doors’ to food and beverage companies seeking sugar reduction solutions.

“This important partnership is truly exciting,” commented Yarom, adding that it ‘dovetails perfectly’ with the startup’s expansion plans. From Ingredion’s perspective, the partnership will add a ‘completely new dimension’ to its sugar reduction solutions.

“This technology also provides manufacturers with more options to successfully reduce sugar without compromising on great taste or nutrition.”

How does Better Juice technology work?

Better Juice was founded in 2018 with the aim of reducing the amount of sugar in fruit juice, while also increasing dietary fibre content. The technology is founded on an enzymatic process based on non-GMO organisms that concerts simple sugars to fibres and non-digestible natural sugars.

The continuous flow sugar reduction process is environmentally friendly and clean label, according to the start-up. It also maintains the full flavour, body, and naturally occurring vitamins and nutrients of the fruit, while enabling sugar reduction by up to 30-80%.

As it stands, Better Juice’s technology works in natural fruit juices (including berry fruit juice​) as well as fruit-based compositions such as purées, but the company hopes to extend into other categories.

Better Juice’s technology works in natural fruit juices as well as fruit-based compositions such as purées, but the company hopes to extend into other categories. GettyImages/Oppenheim Bernhard

“This alliance will accelerate our go-to-market journey,” said Eran Blachinksy, co-founder and co-CEO of Better Juice. Ingredion is also offering capital support via its venture investment arm, which Blachinsky said will allow the start-up to extend its technology to other liquids with natural sources of sugar, such as milk, beer, and wine.

The tie-up follows Better Juice’s partnership with GEA Group​, whereby the two parties established a pilot facility at GEA’s innovation centre in Ahaus, Germany.

Better Juice ‘primed for commercialisation’

In recent years, Better Juice has demonstrated its full proof of concept in collaboration with juice manufacturers in Asia and the US, and says it has successfully advanced to commercial scale in the US. The company also suggested the Ingredion tie-up aligns well with its strategy to ‘penetrate the North American market’.

But other geographies are also on Better Juice’s radar and the collaboration with Ingredion ‘certainly’ includes Europe, Yarom told this publication.

“Better Juice has initiated the distribution of its technology in the US and Asia as the initial phase of its marketing penetration, aligning with the ongoing regulatory developments.

“While Better Juice has conducted preliminary trials with European companies, the concentrated commercial efforts on product placement are planned for 2024, coinciding with the progression of regulatory steps in the region.”

Better Juice team

Better Juice was founded in 2018 with the aim of reducing the amount of sugar in fruit juice, while also increasing dietary fibre content. Image source: Better Juice

Overall, the Ingredion collaboration presents a mutually beneficial opportunity for both companies, explained the co-founder and co-CEO.

“For Ingredion, it offers the chance to deliver a comprehensive sugar reduction solution to its customers globally, while benefiting Better Juice by expanding the reach of its non-GMO technology through Ingredion’s corporate network.

“It’s a win-win situation that leverages each company’s strengths for a broader market impact.”