BlueTree advances regulatory compliance for sugar-reduced fruit juices in the EU

BlueTree Technologies, a food tech company specializing in sugar reduction for natural beverages, announced today (June 23) that Rödl & Partner, an international, owner-managed firm offering interdisciplinary and comprehensive advisory services to enterprises, including those in the food, pharmaceutical, and life sciences sectors, has confirmed that beverages processed using BlueTree’s system can be marketed across the European Union without requiring prior regulatory approval.

Following a comprehensive legal and scientific assessment, Rödl & Partner concluded that the sugar-reduced fruit juice and similar beverages produced using Blue Tree’s filtration-based technology should not be classified as the “novel food” classification as defined by EU Regulation (EU) 2015/2283.

“This confirmation marks a major regulatory milestone for BlueTree and clears a key path to expand our presence in European markets,” said Michael Gordon, CEO at BlueTree Technologies. “Our technology gives natural beverage producers a powerful tool to reduce sugar content while preserving the natural taste, and now we can confidently bring that value to European brands and their consumers around the world.”

With global concern about sugar overconsumption growing, notably the World Health Organization’s (WHO) recommendation to reduce free sugars (monosaccharides and disaccharides), such as those found in fruit juices and concentrates, to less than 10% of daily caloric intake, this highlights the urgency of industry transformation toward better-for-you offerings. With this regulatory validation, beverage manufacturers across the EU can confidently adopt BlueTree’s science-backed technology to produce high-quality, lower-sugar beverages that align with the WHO’s suggestion and gain a competitive edge to meet growing consumer demand for healthier options without compromising taste or quality.

The regulatory clarity also aligns with the upcoming EU juice labeling rules. Once the updated fruit juice regulations come into effect, beverages produced using BlueTree’s process that meet the criteria may be eligible to carry the legal designation of “reduced-sugar fruit juice.”

In line with its ongoing commitment to food safety, regulatory transparency, and consumer confidence, BlueTree continues to invest in rigorous assessments to ensure full compliance with EU standards on food safety and food contact materials. These efforts are part of the company’s long-term strategy to support its partners across global markets with science-backed, regulation-ready solutions for healthier natural beverage development.