Reduced-sugar fruit juices: 100% fruit, 30% less sugar

Fruit juice has always stood for naturalness, authenticity and sweet enjoyment. Yet even though 100% fruit juices never contain added sugar according to the European regulation, their natural sugar and calorie content can still be high, due to the natural sugar of the fruits they contain. 

As a result, the category is facing growing pressure. Consumers want lighter options and governments enforce sugar taxes – and brands are looking for solutions that balance health, taste and regulation. Thus, sugar reduction emerging as a key opportunity for innovation in the beverage category.
With the revised EU Fruit Juice Directive (2001/112/EC, amended in 2024), commonly known as part of the Breakfast Directives, this transformation is now supported by a clear regulatory framework.

Applicable from 14 June 2026, reduced-sugar fruit juice from concentrate becomes an official product category. To qualify, products must achieve a minimum sugar reduction of 30% – compared to an average juice of the same kind of fruit juice. This EU directive improves transparency and makes sugar content easier to understand, helping consumers to make more informed decisions.

Austria Juice is at the forefront of this transition, offering market-ready solutions that combine real fruit taste with significantly less sugar – naturally. 

Why Sugar Reduction Has Become a Priority

The increasing health awareness of consumers is also reflected in the sales market and in consumer behaviour. For instance, 72% of Italian consumers agree sticking to the government's recommended maximum sugar intake is important for a healthy lifestyle. 63% of Spanish consumers agree they are taking steps to limit/reduce the amount of sugar in their diet, as well as 55% in Germany. Common actions among German sugar-reducers include choosing reduced/no sugar products (62%), or avoiding high-sugar items (56%) and checking labels (42%). Source: Mintel, The attitudes towards sugar & sweeteners, 2024 

As a result, the fruit juice industry is exploring technological innovations to reduce natural sugars and sweetness from 100% fruit juices. There are several technologies that are targeting sugar reduction, like enzymatic treatment and yeast fermentation.

Austria Juice developers chose the fermentation  process over other methods because it is quick, streamlined and precise.  This method prevents off-flavours and secondary notes and makes sure that the final product contains no undesirable alcoholic or fermented aromas. By combining deep fruit expertise with fermentation know-how, Austria Juice enables brands to meet health-driven demand without sacrificing flavour, mouthfeel or fruit identity. 

The Technology for Reduced-Sugar Fruit Juices 

Austria Juice uses controlled fermentation to reduce the sugar content of 100% juices. Sugar is removed and the reduced-sugar juice is then gently processed. Processing aids are removed and the product is blended with untreated fruit juice to reach the defined target sugar reduction. To claim it as "reduced-sugar fruit juice from concentrate", the sugar reduction has to be a minimum of 30%.

What Makes Reduced-Sugar Fruit Juice by Austria Juice Different

Solutions, like using artificial sweeteners (e.g., aspartame) or natural alternatives (e.g., stevia), often result in altered taste, undesirable aftertastes, and consumer skepticism. Austria Juice’s reduced-sugar fruit juices from concentrates don't use artificial sweeteners or other added ingredients, and meet the consumers sensory requirements and the new category of the EU Breakfast Directives with its fermentation technology. The reduced-sugar juices deliver measurable benefits for brands and consumers alike:

• ≥30% less sugar and calories

• 100% fruit juice authenticity

• No added sugar, no artificial sweeteners

• No additional ingredients

• No off-flavours

• Comparable mineral, trace element and polyphenol content

• Halal certification
  

Austria Juice's Portfolio of Reduced-Sugar Fruit Juices

The reduced-sugar fruit juices in the Austria Juice portfolio are:

• Apple Juice (clear & cloudy)

• Orange Juice and

• Multifruit Juice

Thanks to flexible juice content, applications range from spritzers and breakfast juices to 100% juice beverages, supporting a wide variety of brand strategies and consumption occasions.

Changing consumer behaviour, sugar reduction trends and governmental regulations are reshaping the beverage market. With the revised EU Breakfast Directives coming into force in June 2026, "reduced-sugar fruit juice from concentrate" becomes an official product category. Austria Juice's technology shows that less sugar content of fruit juices is possible - by keeping the authenticity of the juice and without adding any artificial ingredients. Reduced-sugar fruit juice marks the next chapter of 100% fruit juice: lighter, natural and future-proof.