“Just Juice with 50% Less Sugar is New Zealand’s first naturally sweetened juice drink. It’s sweetened with stevia and it does not compromise on the taste,” a spokesperson for the company told FoodNavigator-Asia.
The product will sell at a premium over regular Just Juice, while being slightly cheaper to manufacture.
Stevia is a zero-calorie, plant-derived sweetener.
The spokesperson said many factors were driving interest in healthier lifestyles in New Zealand.
“We are facing a problem of excess calorie consumption over and above our daily energy needs. And it’s true that we are living a less active and more sedentary lifestyle than our predecessors,” he said.
Rising rates of type-2 diabetes and obesity are also driving interest in healthier foods and diets.
“This low sugar range has been formulated for those who are looking for a drink with half the sugar and this innovative direction is one trend to certainly watch,” he said.