This year’s State of the Industry report on juice and juice drinks notes that the category sees increasing competition from emerging beverage categories and as such is looking to reimagine itself.

Current trends for health-and-wellness, plant-based, reduced-sugar and functional beverages, for example, easily can affect the taste, mouthfeel and overall beverage experience. Thus, beverage formulators engage masking ingredients to fight off any unwanted effects.

Given today’s inflationary climate, experts note that consumers are more likely to reach for flavor profiles they know they will enjoy, as such, Lemonade, the longtime star of summertime beverage consumption, is leveraging its appeal to help other beverages shine.

With a mission to take sugar out of society, Swoon, the zero-sugar beverage company, believes that healthy living starts by consumers replacing their favorite sugary drinks — without sacrificing sweetness.

Uncle Matt’s Organic, Clermont, Fla., is excited to announce the launch of Matt50 Orange Juice Beverage. Matt50 contains half the sugar and calories as regular orange juice and is boosted with 100% daily value of vitamin C, plus prebiotics and probiotics for gut health and immune support. 

FoodTech start-up Better Juice Ltd. sealed its first commercial deal to bring reduced-sugar juices one step closer to supermarket beverage aisles.