Austria Juice has recently announced a new reduced-sugar fruit juice concentrate that can reduce sugar and calories by nearly 30%. With the EU Breakfast Directive’s deadline approaching, their innovative patent-pending technology ensures that the juice maintains its delicious flavor, while allowing beverage companies to label it as “reduced-sugar fruit juice from concentrate.”
This new product reflects the increasing consumer demand for lower-sugar fruit juices that cater to a healthier lifestyle. According to data from Innova Market Insights, nearly 72% of consumers worldwide are consciously trying to limit the sugar in their diets.
“We recognized a disconnect between the desire for 100% fruit juice and the need to cut down on sugar intake,” explains Kai Oliver Antonius, VP of Austria Juice. “Conscientious consumers want the nutrition of pure juice without the surplus of sugar. They also prefer to avoid artificial sweeteners while still enjoying great taste. Our solutions keep the labels clean.”
Fermentation for sugar reduction
Austria Juice is set to debut its flagship reduced-sugar product, an apple juice concentrate, at the Private Label Manufacturers Association event in Amsterdam, Netherlands on May 19–20.
The Agrana Group company relies on fermentation technology to develop this product, which effectively converts sugars and completely eliminates processing aids. The result is a blend of fruit juice concentrate that meets the desired sugar content.
Austria Juice utilizes a patented fermentation technology to create reduced sugar juice concentrates that offer a naturally fruity taste.“Our inaugural reduced-sugar product merges two significant strengths of Austria Juice: our expertise in wine fermentation and our solid footing in juice concentrates globally,” notes Antonius.
“Additionally, we leverage our leadership in ‘From the Named Fruit’ (FTNF) solutions, which encompass technology, application development, and production. This unique blend of expertise allows us to effectively design sugar-reduction techniques powered by fermentation while maintaining a fresh fruity flavor in the juice.”
FTNF denotes the company’s commitment to preserving the genuine flavor and character of the fruits used in their juices, even after undergoing fermentation for sugar reduction.
The fermentation process is described as “quick, streamlined, and precise,” which is why Austria Juice prefers it over traditional juice processing methods. This method also avoids unwanted off-flavors and secondary notes, ensuring that the final product does not carry any undesirable alcoholic or fermented aromas.
Fermentation is also becoming a focus for several companies, including Cargill, dsm-firmenich, and MycoTechnology, which have also shared their sugar reduction innovations with Food Ingredients First.
EU regulations drive sugar reduction
The juice produced by Austria Juice contains “at least 30% less sugar and a minimum of 30% fewer calories,” thereby aligning with the goals set forth in the EU Breakfast Directive.
The amended EU Breakfast Directive was announced in June 2024, introducing a new category for reduced-sugar fruit juice. The regulations for this category will take effect on June 14, 2026, prompting manufacturers to revise their recipes to balance taste and compliance.
The updated guidelines aim to enhance transparency, ensuring that reduced-sugar products are easily identifiable. Juices with a minimum sugar reduction of 30% can be designated as “reduced-sugar fruit juice.”
Consumer demand for healthier juices
The recent changes in EU regulations support informed consumer choices, indicating a market transformation driven by consumer preferences for lower sugar options that still deliver a fruity taste and mouthfeel.
In this evolving EU market landscape for fruit juices, Austria Juice assists CPG brands in turning regulatory changes into product opportunities, according to Cornelia Kerschbaumer, the company’s director of marketing and communication.
Under the EU Breakfast Directive, fruit juices can be labeled as “reduced sugar fruit juice” if they contain at least 30% less natural sugar.“These healthier reduced-sugar options consist of 100% natural fruit juice — suitable for breakfast or on-the-go consumption. Our offerings help parents provide what their children want while reducing sugar intake by 30%.”
According to Innova, the primary challenge for juice remains its inherent high natural sugar content, leading many newer products to promote the less strict “no-added sugar” claim rather than the sugar-free claim used by various soft drinks.
In the United States, more than 66% of consumers are reportedly attempting to lower their sugar intake, as indicated by a survey from the International Food Information Council. Three out of ten individuals stated that they are trying to limit or avoid both added and natural sugars in foods.
Market-ready reduced sugar concentrates
Severin Guski, the business development manager at Austria Juice, characterizes the company’s reduced-sugar products as “market-ready.”
“Simply add your brand and sell, or dilute for ready-to-drink convenience. We are prepared to support key players looking for easy-to-implement solutions to reduce sugars in beverages made from 100% fruit juice,” he explains.
The ready-to-use selection includes three juice concentrates: apple, orange, and multifruit.
Key Takeaways
- Austrian Juice has launched a reduced-sugar fruit juice that lowers sugar and calories by nearly 30%.
- The EU Breakfast Directive allows for the labeling of juices with at least 30% less sugar as “reduced-sugar fruit juice.”
- Consumer demand for lower sugar content is increasing, pushing for healthier juice options without compromising taste.
- The new fermentation technology ensures a preserved fruity flavor while effectively reducing sugar levels.
- The product line consists of market-ready concentrates, including apple, orange, and multifruit.
FAQ
What is the sugar reduction achieved by Austria Juice’s new product?
The new product can reduce sugar and calories by nearly 30%.
What allows Austria Juice to label its product as “reduced-sugar fruit juice”?
The product must contain at least 30% less sugar to meet EU regulations for this labeling.
What technology does Austria Juice utilize for sugar reduction?
Austria Juice employs a patented fermentation technology that converts sugars while preserving flavor.
What types of juice concentrates are available?
The ready-to-use selection features apple, orange, and multifruit concentrates.
In conclusion, Austria Juice’s innovative reduced-sugar fruit juice product meets the growing consumer demand for healthier beverage options while adhering to new EU standards. With their advanced fermentation technology, the company continues to reshape the fruit juice market, offering enjoyable flavors without the extra sugar.
