AUSTRIA | AUSTRIA JUICE has unveiled its fermentation technology, developed to reduce sugars in 100 percent fruit juice.
Austria Juice introduced apple juice concentrate as its flagship reduced-sugar product at PLMA in Amsterdam in May 2026.
The patent-pending technology keeps each juice's authentic fruit identity and essential properties. This allows beverage companies to label the product as “reduced-sugar fruit juice from concentrate”. The taste also stays naturally fruit-forward thanks to Austria Juice’s distinct FTNF (From the Named Fruit) know-how.
Using the fermentation technology, sugar is converted, processing aids are completely removed, and the product is blended with fruit juice concentrate to achieve the desired sugar content. The juice produced contains at least 30 percent less sugar and at least 30 percent fewer calories, achieving the EU “Breakfast Directive” goals.
AUSTRIA JUICE developers chose this process over other methods because it is quick, streamlined and precise. This method prevents off-flavours and secondary notes, ensuring the final product contains no undesirable alcoholic or fermented aromas.
In June 2024, the amended EU Breakfast Directives came into force, officially introducing a brand-new category: reduced-sugar fruit juice. The directives for this new category take effect on the 14th of June 2026.
The revised EU breakfast guidelines increase transparency and ensure that reduced-sugar products are clearly identifiable. In this new category, juices with a minimum sugar reduction of 30 percent can be named “reduced-sugar fruit juice”.
This EU change supports informed consumer choices, reflecting a clear shift in the marketplace: people want less sugar without sacrificing fruity mouthfeel and robust taste.
In its Global Juice Market Trends Report, Innova Market Insights highlighted several challenges: At a time when consumers are actively limiting sugar in their diets, juice’s primary barrier is overcoming its high natural sugar content. According to a survey by the International Food Information Council (IFIC), 66 percent of consumers reported trying to reduce their sugar consumption.
AUSTRIA JUICE has scaled to meet consumer demand for reduced-sugar fruit juice in Europe and other regions. The company has geared up to help juice manufacturers comply with EU regulations.
The reduced-sugar fruit juices are trusted quality and precision from AUSTRIA JUICE, Europe’s juice experts. The system locks in all the goodness of 100 percent fruit juice while cutting back on sugar.
