Food industry holding company Prodalim has successfully acquired Better Juice, an innovative Israeli food technology company that develops enzymatic solutions for reducing sugar content in fruit juices and beverages. The acquisition positions Prodalim to capitalize on the growing global demand for healthier beverage alternatives as consumers increasingly seek products with reduced sugar content while maintaining natural taste profiles.
Better Juice has developed proprietary non-GMO enzymatic technology that converts naturally occurring sugars in fruit juices—including fructose, glucose, and sucrose—into prebiotic fibers and other non-digestible molecules. This process allows beverage manufacturers to reduce sugar content by up to 80 percent without compromising the authentic taste of their products or requiring artificial sweeteners. The U.S. Food and Drug Administration has granted the technology Generally Recognized As Safe (GRAS) status, facilitating its commercial deployment across North American markets.
The acquisition arrives as the global sugar reduction ingredients market experiences substantial growth, with industry analysts projecting the sector to reach approximately $2.1 billion by 2028. Consumer awareness regarding excessive sugar consumption and its links to obesity, diabetes, and cardiovascular diseases has driven beverage companies to reformulate products. According to the World Health Organization, reducing free sugar intake to less than 10 percent of total energy intake reduces health risks, creating regulatory and consumer pressure on food and beverage manufacturers.
Prodalim’s strategic acquisition reflects broader consolidation trends within the food technology sector, where established companies are acquiring innovative startups to accelerate product development timelines and gain competitive advantages. Better Juice had previously raised significant venture capital funding and established partnerships with several major juice producers for pilot programs and commercial-scale implementation of its sugar reduction technology.
The enzymatic conversion process developed by Better Juice operates during standard beverage production workflows, requiring minimal modifications to existing manufacturing infrastructure. This compatibility advantage has proven attractive to juice producers seeking cost-effective reformulation strategies without substantial capital expenditure for new equipment. The technology maintains the nutritional profile of fruit juices, including vitamin and mineral content, while achieving significant sugar reduction targets.
For Prodalim, the acquisition strengthens its position in the functional ingredients and food technology sectors. The company has been actively expanding its portfolio through strategic acquisitions targeting innovative technologies that address evolving consumer preferences and regulatory requirements. Better Juice’s technology complements Prodalim’s existing operations in natural ingredients and food processing solutions, creating synergies across its business units.
Market observers note that sugar reduction technologies have become essential for beverage manufacturers facing increasingly stringent labeling requirements and sugar taxes in various jurisdictions. Several countries have implemented fiscal measures targeting high-sugar beverages, including the United Kingdom’s Soft Drinks Industry Levy and similar initiatives across Latin America and Southeast Asia. These regulatory frameworks have accelerated industry investment in reformulation technologies.
The financial terms of the acquisition were not disclosed, consistent with typical practices for private transactions in the food technology sector. However, industry sources indicate that valuations for proven food technology companies with regulatory approvals and commercial partnerships have commanded premium multiples, particularly those addressing major health and wellness trends.
Better Juice will continue operating under its established brand while benefiting from Prodalim’s distribution networks, manufacturing capabilities, and customer relationships across global markets. The integration strategy focuses on scaling production capacity and expanding the technology’s application beyond fruit juices to other beverage categories, including dairy-based drinks, plant-based alternatives, and functional beverages. This expansion potential represents significant revenue opportunities as manufacturers across multiple beverage segments seek natural sugar reduction solutions that preserve product quality and consumer acceptance.