IncreBio Set to Revolutionize Juice Market with Sugar-Reduced Varieties
In a bid to tackle the 'juice myth' - the misconception about the health benefits of high-sugar cranberry juice - Bangkok-based food tech company IncreBio is set to revolutionize the juice market. The company aims to launch sugar-reduced orange and apple juices in Singapore by Q1 2024, removing up to 70% of natural sugars.
IncreBio's innovative technology, eight years in the making, involves a fermentation platform and specific sugar-reducing microbes within a bioreactor. The process targets and reduces sugar content without compromising flavor, as demonstrated in taste tests.
The company has identified the United States, Germany, and Japan as key expansion markets, following its initial launch in Singapore. This move aligns with the city-state's Nutri-Grade labeling policy, which encourages healthier drink options. The global juice market, with a 7.25% year-on-year growth in 2023 and a projected CAGR of 8.55% from 2022-2027, presents a promising opportunity for IncreBio's sugar-reduced products.
IncreBio is also exploring collaborations with local restaurants and cafes to offer its sugar-reduced juices as ingredients. This strategy aims to tap into the growing consumer demand for lower-sugar alternatives in the beverage category, which currently lacks such options.
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