Ad:Business Contacts
Ads:Current issue FRUIT PROCESSINGWorld Of Fruits 2024Our technical book Apple Juice TechnologyFRUIT PROCESSING Online Special: Instability of fruit-based beveragesFRUIT PROCESSING Online Special: Don’t give clogs a chanceOrange Juice ChainOur German magazine FLÜSSIGES OBST

Most American consumers are now aiming to reduce their sugar intake, and continue to look for new, better-tasting, non-caloric alternatives. Recent consumer research commissioned by food and beverage ingredient innovator, MycoTechnology, Inc., examines attitudes toward sugar reduction and high-intensity sweeteners, uncovering key opportunities in the market.

MycoTechnology partnered with Brightfield Group to gather proprietary, AI-driven insights among a sample of US adult consumers, finding that sugar is the top item people want to reduce in their diets. However, 75% also wish there were better-tasting non-caloric options, highlighting taste as a major pain point in the current market.

Of those who are actively reducing their sugar intake, 71 % report that they do so by eating fewer sweet foods, versus only 31 % that are using products with non-caloric sweeteners, indicating room for improvement across reduced sugar formulations. Additionally, 7 in 10 consumers that use non-caloric, naturally derived sweeteners report that they would be interested in new options. The survey also showed widespread interest in clean label ingredients, combined with negative perceptions of artificial sweeteners.

“This research demonstrates clear demand in the market for new, appealing sweeteners that are derived from nature,” said Caroline Schwarzman, MycoTechnology’s Head of Business Development. “Sugar reduction is top of mind for consumers, but many feel that achieving this goal requires sacrifice—on taste, price or perceived health risks. This trade-off is preventing the reduced sugar market from reaching its full potential.”

In response to this critical food system challenge, MycoTechnology is developing the first ever sweet protein from honey truffles, offering an unparalleled solution for sugar reduction. Following the achievement of several technical and safety milestones, the company continues to scale production and is collaborating with food and beverage innovators to bring Honey Truffle Sweetener to market.

“Innovative fermentation technologies have allowed us to target common challenges, establishing a clean sweetness profile with proven safety and digestibility performance, and low cost-in-use,” added Ranjan Patnaik, Ph.D., MycoTechnology’s CTO. “This new solution is designed to address the top concerns of consumers, presenting an opportunity for food and beverage innovators to meet demands and stand out on the shelf.”

Fever-Tree launched Soda Collection, a brand-new range of delicious flavoured sodas, expertly crafted from the finest naturally sourced ingredients.

Each soda is low in calories and uses no artificial colours, sweeteners or preservatives, making them perfect for creating delicious yet simple spritz drinks.

Raspberry & Rose

Raspberry and Rose Soda is made with delicately perfumed Damask rose petals combined with the juicy sweetness of late-harvest raspberries to create a unique and delicious soda that’s perfect for mixing with pink gin or premium vodka for a refreshing summer spritz.

White Grape & Apricot

Wonderfully tart white grapes and sweet apricots from Italy are balanced with the subtle floral notes of French verbena oil to create White Grape & Apricot Soda.

Italian Blood Orange

Juicy blood oranges from Sicily meet an iconic herbal blend to create Italian Blood Orange Soda. This complex and sophisticated mixer pairs perfectly with Italian liqueurs, bitters and premium vodka.

Mexican Lime

Mexican Lime Soda is made with Tahiti lime from Mexico’s fertile groves in addition to pressed oil extract from the wonderfully floral Japanese yuzu to create a low-calorie soda that’s perfect for mixing with premium vodka or tequila for a mouth-wateringly zesty summer spritz.

The range is available throughout the UK across pubs, bars, restaurants and hotels from March 2020 before launching in retail in the run-up to Easter 2020.