Extra sugar consumption will increase the probability of consuming too many energy, which in flip will increase the chance of chubby and weight problems. These situations are instantly linked with noncommunicable illnesses together with heart problems, most cancers, and diabetes.
Sugar discount is front-of-mind for shoppers, meals and beverage producers, and policymakers alike. And but, consumption in western nations nonetheless exceeds dietary tips.
For meals and beverage makers, corresponding to US-headquartered Dole Packaged Meals, sugar discount presents an actual problem. “It may appear straightforward, and shoppers need it…however you may’t simply take a juice, take away the sugar, and hand it to them,” defined Dr Lara Ramdin, chief innovation officer at Dole Sunshine Firm.
It’s because sugar supplies rather more than simply sweetness. “It additionally supplies mouthfeel, texture, and satisfaction,” she informed delegates on the current OurCrowd World Investor Summit in Jerusalem.
Dole has set itself the problem of decreasing sugar in its pineapple juice and is seeking to exterior innovators to trial completely different applied sciences. One such expertise comes from Israeli start-up BlueTree Applied sciences.
‘We don’t add something, it’s sugar removing solely’
BlueTree was based by Didier Toubia – co-founder and CEO of cultivated meat start-up Aleph Farms – and Yuval Klein again in 2020.
Not like many sugar discount options in the marketplace, BlueTree doesn’t add something to product formulation – it’s centered on sugar removing, solely. “We simply bounce contained in the juice or milk, take out the sugar, then get out. It’s a quite simple expertise and a really attention-grabbing one,” co-CEO Michael Gordon informed FoodNavigator in a current interview.
BlueTree’s method leverages filtration and absorption applied sciences. However as an alternative of filtering out all elements of the sugar molecule, the start-up removes disaccharides, solely. In leaving the monosaccharides in, the sweetness, aroma, and mouthfeel affiliation of sugar is maintained, we have been informed.
The expertise could be utilized to dairy, beer, and as in Dole’s case, fruit juice. How a lot sugar could be decreased will depend on the applying, however within the lab BlueTree has achieved near a 75% sugar discount in milk. In orange juice, the corporate stated at above 30% discount, shoppers would begin to discover.
“We often cease at a 30% discount,” revealed Gordon, suggesting {that a} 20-30% discount in ‘most’ nations and territories could be sufficient for firms to keep away from sugar-related taxation.
As Dole has a variety of very established meals and beverage merchandise in its portfolio, a sugar discount expertise claiming to unravel each technical and shopper acceptance points related to the duty is a lovely proposition.
Embarking on a Proof of Idea (PoC) with BlueTree, as with all start-up, must be a win-win scenario, defined Dr Ramdin. “It must be an equal partnership. It shouldn’t be a company and a start-up, it must be equal.”
The largest challenges going through PoC undertaking
The choice to work with BlueTree was sparked by samples of sugar decreased orange juice the start-up despatched to Dole. The businesses are actually within the very early phases of decreasing sugar in Dole’s pineapple juice – a undertaking that could be tougher than decreasing sugar in orange juice.
“I feel pineapple juice units a better bar by way of style, texture and expectations than orange,” stated Dr Ramdin. Pineapple naturally has a better sugar content material than orange (8.4% in orange juice in comparison with 10% in pineapple juice), which from the offset presents a technical problem.
From the buyer perspective, which means sweetness expectation in pineapple juice may even be larger. “To get that stability proper between the sweetness and acidity, and to additionally get the mouthfeel proper, is technically a problem,” stated Dr Ramdin.
Certainly, making certain the product is tasty is the primary problem, reiterated Gordon. If this isn’t achieved, the PoC won’t have attained its purpose. Nevertheless it’s not the one problem for BlueTree over the subsequent few months. The beginning-up additionally wants to make sure its enterprise mannequin is economically possible for meals and beverage producers.
“At BlueTree, we’ve a enterprise mannequin the place the extra we work collectively, the much less [the manufacturer] pays for the service we offer. Trying ahead, [for us] it is a long-term relationship. It’s not only a one-deal, it’s a long-term relationship and we should always construct [our business model] for that.”
Value can also be a serious consideration for Dole which, as a mass market ‘worth model’, has dedicated to offering accessible vitamin. “Once we take a look at new capabilities and new applied sciences, our plan is to not move these prices on to the buyer.”
That implies that in growing a sugar-reduced juice, Dole desires it to be the identical price as its standard counterpart. “Innovation in enterprise fashions goes to turn into increasingly vital [moving forward].”
BlueTree’s goal? To persuade Dole
On the pre-commercial stage, it’s anticipated Dole is experimenting with BlueTree’s sugar discount expertise solely. “We’re perhaps taking a look at two to 3 several types of applied sciences and working PoCs with all of them,” revealed Dr Ramdin.
“It’s additionally necessary to grasp that there may be a listing of standards in relation to style, performance, price and manufacturing feasibility. It could be that [the PoC] doesn’t tick all bins on the finish of the PoC, however I feel we’ve each been very clear about that from the start.”
From BlueTree’s perspective, the target is evident: to influence Dole its expertise is the market chief. “We’re assured that we can persuade you that our answer is the most effective answer for Dole,” Gordon informed Dr Ramdin.
