Israel: Start-up 'Better Juice' reduces sugar in orange juice

Jaffa oranges have long since been one of the most famous Israeli export products. And while orange juice is full of vitamins and minerals, it’s also packed with sugar – one serving contains almost 1 ounce of the stuff. Plus, the juicing process leaves the juice devoid of the natural fiber found in the whole fruit, so that healthy-feeling glass of OJ isn’t actually as good for us as our moms told us.

This is what the Better Juice start-up wanted to solve. The four-person, Ashdod-based enterprise collaborated with the Hebrew University of Jerusalem to develop an innovative technology that reduces the load of simple sugars in 100% orange juice without taking away the all-orangey taste of the drink.

The company’s patent-pending enzymatic technology uses natural ingredients to convert simple sugars like fructose, glucose and sucrose into non-digestible fibers and sugars. These, according to Better Juice, have been shown to have a number of health benefits.

“Our innovation is in having a solution to reduce all types of sugar in juices with a cost-effective technology, without altering the other juice ingredients. We use non-GMO micro-organisms with a sustainable technology,” Eran Blachinsky, Better Juice’s founder and CEO, explains.

“One cannot reduce sugars without reducing sweetness,” Blachinsky admits. “The bio-converted molecules and the dietary fibers have some sweetness – less than sugar, but still sweet. Therefore, bio-converting all the sugars doesn’t eliminate the sweetness, it only reduces it.”

Source: thetower.org


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