Consumers want sweet drinks that are low in sugar, have minimal ingredients and no artificial additives, but also taste great. Easy, right?
Not quite. Although natural sweeteners can help with the results, their aftertastes are often unpleasant.
The beverage industry needs to find a way of reducing sugar while still maintaining the sugary flavor.
Michael Gordon, the CEO of BlueTree Technologies says that he has already achieved this.
Less sugar, no sweeteners, ‘natural’ taste
BlueTree does not add any sugar to its products, unlike most other solutions. This Israeli startup only subtracts.
BlueTree initially concentrates on products based around fruit juices. BlueTree relies on two technologies – absorption and filtration – in order to remove only some of the sugar molecules.
BlueTree claims that by removing the disaccharides but leaving the monosaccharides the juice retains its sweetness, taste and aroma. This is called “selective removal of sugar”.
Disaccharide is a taste enhancer, but there’s only so much you can remove before it becomes noticeable. BlueTree says that a reduction of 30% in sugar is the sweet spot. Anything more and people start to notice.
Sugar reduction technology is not new, but it’s new.
BlueTree’s technology is a new one on the European market. But, unlike other technologies that are genuinely innovative and looking to be commercialised in the EU, BlueTree drinks do not require pre-market approval.
This means that they will not be classified as a novel foods’ by the European Food Safety Authority(EFSA) or the Commission.
Gordon says that at this point, EFSA is not required to verify the technology. Our partners are free to integrate our product.
He adds that the confirmation is a major regulatory milestone for the company, and it clears “a path” towards expanding its presence on European markets.
(Group4 Studio/Image: Getty/Group4Studio) (Group4 Studio/Image: Getty/Group4Studio)
Any food technology firm looking to enter Europe must first undergo an assessment of food safety to ensure it is compliant with EU standards. Even if it is an additive-free process, like BlueTree’s, it must still be safe and meet all labeling and regulatory requirements.
Now available: ‘Reduced sugar fruit juice’
BlueTree’s technology can lower sugar in fruit juice by as much as 30% before the consumer notices a change in flavor or mouthfeel. This is perfect for European companies that sell these products.
The bloc is introducing a number of “breakfast directives”, which include the creation of new market opportunities and innovation for fruit juices. Fruit juices that contain at least 30% less added sugar can be labeled as “reduced sugar fruit juice”.
To achieve the 30% reduction in sugar, manufacturers cannot use sweeteners as a substitute or to change the taste, texture, or quality of their product. BlueTree claims that beverages using their technology could be eligible to receive the label “reduced sugar fruit juice”.
BlueTree is now focusing on dairy products and beer after juice
BlueTree did not reveal which European brands will launch the better-for you juices using their technology. Gordon told us that the company has “various levels of agreement” in place with several players on the bloc. Some are already “established” players.
The company works with beverage manufacturers, including major brands, who are based in Latin America or Southeast Asia. Gordon says that it’s their brands who are pushing suppliers to use sugar-reduction technology. The brands want to create healthier natural drinks and expand their product line.
The fact that they are not just doing small tests, but implementing BlueTree in large production lines is really exciting.
(Frazao Studio Latino/Image: Getty/Frazao Studio Latino) (Frazao Studio Latino/Image: Getty/Frazao Studio Latino)
BlueTree has other business opportunities outside of juice.
The technology is also applicable to dairy products, such as reducing the disaccharide (the predominant sugar in milk) while maintaining levels of fat. BlueTree already has an agreement in place with a major dairy firm to develop low-to zero-sugar products.
BlueTree plans to disrupt the beer category, which is also ripe for change.
Gordon says that while BlueTree’s immediate focus is on juice, dairy products and beer “are not far behind”. We’re working with our partners to bring these products onto the shelves faster than you might think.