New sugar reduction tech hits Europe

When it comes to sweet drinks, consumers want it all: low sugar, nothing artificial, minimal ingredients, and of course, a delicious taste. Easy, right?

Not quite. Natural sweeteners help, but their often-lingering aftertastes can undermine the result.

What beverage makers really need is a way to reduce sugar without lengthening the ingredients list, all the while maintaining a sugary taste.

Michael Gordon, CEO of BlueTree Technologies, doesn’t just believe it’s possible – he says he’s already done it.

Less sugar, no sweeteners, ‘natural’ tasteUnlike most sugar reduction solutions on offer, BlueTree doesn’t add anything to products. The Israeli start-up subtracts only.

BlueTree is initially focusing on fruit juice products. The start-up leans on two types of technology – filtration and absorption – to remove some parts of the sugar molecule, but not all.

By cutting disaccharides and leaving the monosaccharides, BlueTree says juice maintains the sweetness, aroma and mouthfeel of sugar. It calls this “selective sugar removal”.

There’s a limit to how much disaccharide can be removed before the taste changes noticeably. According to BlueTree, the sweet spot is around a 30% sugar reduction – anything more, and consumers start to notice.

New, but not ‘novel’ sugar reduction techBlueTree’s technology is new to the European market. But unlike many genuinely new technologies looking to commercialise on the bloc, drinks made using BlueTree’s do not need pre-market regulatory approval.

That means they won’t be classified as a ‘novel food’ in the eyes of the European Food Safety Authority (EFSA) nor the Commission.

“There is no need for further verification from EFSA at this stage, so our partners can move forward with integrating our technology,” says Gordon.

The confirmation marks a “major regulatory milestone” for the company and clears a “clear path” to expand its presence in European markets, he adds.

Without the need for ‘novel foods’ approval, new sugar-reduced juice products can swiftly enter the market. (Group4 Studio/Image: Getty/Group4Studio)That said, any food technology company looking to enter the European market must undergo a food safety assessment to confirm it meets EU regulations. “Even if the process is additive-free, as we’re doing at BlueTree, you still need to demonstrate that it’s safe, that it doesn’t negatively impact the nutritional profile, and that it meets all the necessary labelling and regulatory requirements.”

‘Reduced-sugar fruit juice’ now on the table That BlueTree’s tech can reduce sugar content from fruit juice by up to 30%, before consumers notice a difference in taste or mouthfeel, is pretty perfect for companies selling these products in Europe.

A host of ‘breakfast directives’ is coming into force on the bloc, which includes “innovation and market opportunities for fruit juices”. If a fruit juice contains at least 30% less sugar, it can be labelled as a “reduced-sugar fruit juice”.

The caveat is that to achieve this 30% sugar reduction, producers can’t use sweeteners to compensate and change the product’s taste, texture or quality. Once these juice labelling rules come into effect, BlueTree says beverages using its technology may be eligible for the “reduced-sugar fruit juice” label.

After juice, BlueTree eyes dairy and beerBlueTree was tight-lipped about which brands in Europe will be the first to launch better-for-you juice using its technology. Gordon tells us the company is in “various stages of agreement” with several partners on the bloc, and some are “well-established” players.

For the most part, the company is working with global beverage producers, based in Latin America and Southeast Asia, which supply to beverage brands – including “major” ones. It’s the brands pressuring their suppliers to adopt sugar reduction technology, says Gordon. They want to expand their product lines and create “healthier natural drinks”.

“What’s really exciting is that these aren’t just small trials; they’re implementing BlueTree on large-scale production lines.”

After juice, we’re told dairy and beer are next on the menu for sugar-reduction disruption. (Frazao Studio Latino/Image: Getty/Frazao Studio Latino)Outside of the juice category, BlueTree is also eyeing up other opportunities.

Its technology can be applied to dairy, for example, by reducing disaccharide lactose (the dominant sugar in milk), while maintaining fat levels. BlueTree has already signed an agreement with a dairy company to create low-to-zero-sugar options.

Beer is another beverage category ripe for disruption, we’re told, and BlueTree has plans to do just that.

While juice is where BlueTree sees the most immediate market demand, Gordon tells us dairy and beer are “not far behind”. “We’re moving forward with partners in those areas, and you may start seeing those products on shelves sooner than you think.”