AUSTRIA JUICE has announced the launch of its new fermentation technology, which it says can reduce sugar content by at least 30% in 100% fruit juice.
The brand will be introducing an apple juice concentrate as its flagship reduced-sugar product at PLMA in Amsterdam this month.
The technology — which the company said is patent-pending — can keep a juice's authentic fruit identity and essential properties, allowing beverage companies to label the product as "reduced-sugar fruit juice from concentrate."
"We at AUSTRIA JUICE identified a gap between the desire for 100% fruit juice and the need to reduce sugar consumption," said Kai Oliver Antonius, AUSTRIA JUICE's Vice President.
Mindful consumers want the nutritional benefits of pure juice, but without the sugar load. They also prefer not to compromise on taste or to sip artificial sweeteners. Meanwhile, we enable our clients to keep their labels clean.
The fermentation technology converts sugar and removes processing aids, then blends the product with fruit juice concentrate to achieve the desired sugar content.
The juice produced contains at least 30% less sugar and at least 30% fewer calories, meeting the EU's "Breakfast Directive" goals.
AUSTRIA JUICE said that this new method prevents off-flavours and secondary notes, ensuring that the final product contains no undesirable alcoholic or fermented aromas.
"Our reduced-sugar products are market-ready – just add your brand and sell, or dilute for ready-to-drink goodness," explained Severin Guski, AUSTRIA JUICE’s Business Development Manager.
We are set to serve key players seeking plug-and-play solutions to reduce sugars in beverages made from 100% fruit juice.
"Our ready-to-use assortment features three juice concentrates: apple, orange and multifruit."
Staying ahead of EU regulations
In June 2024, the updated EU Breakfast Directives introduced a new category: reduced-sugar fruit juice.
Effective June 14, 2026, products must have at least a 30% sugar reduction to be labelled as "reduced-sugar fruit juice," which the EU said will enhance transparency and identification.
"Given these EU market disruptions, we help CPG brands transform regulatory change into product opportunity," added Cornelia Kerschbaumer, Director of Marketing & Communication.
These better-for-you reduced-sugar options are 100% natural fruit juice — for breakfast or on-the-go products.
The recent EU change is aimed at supporting informed consumer choices, which show a clear trend: people want less sugar without losing fruity flavour and robust taste.
Innova Market Insights' Global Juice Market Trends Report highlights a key challenge: as consumers limit their sugar intake, juice must address its high natural sugar content.
"Our first reduced-sugar product combines two key AUSTRIA JUICE strengths: the technology is based on AUSTRIA JUICE's know-how in wine fermentation and our strong position in juice concentrates worldwide," said Antonius.
We also draw on our leadership in FTNF solutions, spanning technology, application development and production. This integrated expertise gives us an advantage in designing sugar-reduction tech powered by fermentation, as well as our ability to maintain fresh fruity flavour in the juice.
AUSTRIA JUICE has scaled to meet consumer demand for reduced-sugar fruit juice in Europe and other regions, gearing up to help juice manufacturers comply with EU regulations.
Speaking exclusively to Nutraceutical Business Review, Cornelia Kerschbaumer, Director of Marketing & Communication at AUSTRIA JUICE, said the company hoped the launch would solidify its plans to become a strategic B2B partner for industry players.
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