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Stevia-sweetened juice launched in New Zealand

By Ankush Chibber , 27-Aug-2012

Beverage giant Frucor is targeting health-focused New Zealanders with a stevia-sweetened juice as part of its flagship Just Juice range.

“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.

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