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Austria Juice is introducing a new range of reduced-sugar fruit juice concentrates powered by a proprietary fermentation technology designed to preserve authentic fruit flavour while lowering sugar and calories by at least 30%.

The company unveiled the innovation ahead of PLMA Amsterdam 2026, positioning the launch as a timely response to the European Union’s updated Breakfast Directives, which formally establish “reduced-sugar fruit juice” as a new category beginning June 2026.

The technology uses a patent-pending yeast fermentation process that converts naturally occurring sugars while avoiding off-notes often associated with alternative sugar-reduction methods. According to the company, the process fully removes processing aids and maintains the sensory characteristics of the original juice, enabling beverage brands to market products as “reduced-sugar fruit juice from concentrate” without the need for artificial sweeteners.

Kai Oliver Antonius, vice president at Austria Juice, said: “Consumers increasingly want the benefits of 100% juice but with less sugar and fewer calories. At the same time, brands are under pressure to keep ingredient labels clean and comply with evolving regulations.”

The first commercialised products include reduced-sugar apple, orange and multifruit juice concentrates. Austria Juice says the solutions are market-ready for both private-label and branded beverage manufacturers seeking plug-and-play reformulation options.

The launch comes amid growing industry focus on sugar reduction across the beverage sector. Research cited by the company from the International Food Information Council found that 66% of consumers are actively trying to reduce sugar intake, while Innova Market Insights identified high natural sugar content as a continuing challenge for juice brands.

Unlike dilution or sweetener-based reformulation approaches, Austria Juice’s fermentation system aims to maintain “fruit-forward” flavour using the company’s FTNF (From the Named Fruit) expertise. The company says the process also avoids alcoholic or fermented aromas that can emerge during conventional fermentation.

Founded in 1936 and part of the Agrana Group, Austria Juice supplies juice concentrates, flavours and beverage ingredients to food and beverage manufacturers in more than 65 countries.