Growth opportunities exist across the world for juice beverages due to their popularity with global consumers. The market driver for this growth opportunity is the healthy perception of the naturally occurring nutrients provided by juice. However, the concentration of sugar in juices and beverages that include juice is a rising concern for many consumers seeking healthier lower sugar options in beverages.

The consumer has a complicated relationship with sugar. The taste of sugar is the gold standard but there are concerns regarding overconsumption of sugar being a health risk. This presents an ongoing opportunity to meet the increasing demand for lower sugar foods and beverages that taste deliciously sweet like sugar.

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