Low-Sugar Juice Startup Completes Step For US Market

An Israeli startup that uses innovative technology to reduce the sugar content in fruit juices has obtained a Generally Recognized as Safe (GRAS) classification from the US Food and Drug Administration (FDA), allowing its products to be sold in American stores. 

Rehovot-based Better Juice uses natural enzymes to convert sugars in juice to non-digestible compounds, like dietary fibers. The sugar is replaced with other sweet molecules, without changing the taste or affecting the naturally occurring nutrients, including vitamins, minerals, and antioxidants.

GRAS is a self-declared status that a product is deemed safe for use and can therefore be marketed without receiving regulatory approval from FDA.  

 Better Juice says its GRAS determination was examined by an independent panel of experts who evaluated the safety of the ingredients, in particular the innovative technology to reduce the sugar content. 

The status applies to the range of fruit juices and purees used in the sugar reduction process, as well as the final product. 

“Completing GRAS self-determination is a significant milestone for Better Juice, as it validates our technology’s safety and efficacy in reducing sugar content by up to 80%,” said the company’s CEO and co-founder Gali Yarom. 

“This recognition will enable us to expand our reach and help more food producers create healthier, reduced-sugar products that consumers increasingly demand.”