Rehovot, Israel-based FoodTech start-up Better Juice, will collaborate with Ingredion, a leading global provider of specialty ingredients to the food and beverage industry. Ingredion Ventures, Ingredion’s venture investment arm, will lead the Series A funding round for Better Juice which will fast-track penetration of its breakthrough sugar reduction solution into the US juice market.

Better Juice’s innovative sugar reduction technology removes simple sugars in juice-based beverages, concentrates and other natural sugar-containing liquids. The company developed an enzymatic technology, which converts sugars into non-digestible compounds, such as dietary fibres and non-digestible sugars, while maintaining the natural profile of vitamins, minerals and organic acids in the final product.

“This important partnership step is truly exciting,” says Gali Yarom, co-founder and co-CEO of Better Juice. “It dovetails perfectly with the Better Juice strategy to penetrate the North American market. Ingredion was impressed by our non-GMO technology, and its uses in a wide variety of applications. This move will open doors to leading food and beverage companies seeking sugar-reduction solutions for their products.”

“The Better Juice technology adds a completely new dimension to our portfolio of sugar reduction solutions for food and beverage brands on a mission to meet increased consumer demand for less sugar,” says Nate Yates, Sugar Reduction Business Leader at Ingredion. “This technology also provides manufacturers with more options to successfully reduce sugar without compromising on great taste or nutrition.”

Clean-label conversion

The environmentally friendly clean-label conversion process applies proprietary beads composed of non-GMO microorganisms which produce enzymes. These enzymes convert the juice’s composition of fruit sugars including sucrose, glucose, and fructose into prebiotic fibres and other non-digestible molecules. This enables sugar reduction by 30 to 80 percent.

“This alliance will accelerate our go-to-market journey,” explains Eran Blachinsky, PhD, co-founder and co-CEO of Better Juice. “Ingredion’s capital support will allow us to extend the technology to other liquids with natural sources of sugar, such as milk, beer, and wine.”