Israeli startup BlueTree, which has developed a technology to selectively remove sugar from natural fruit juice, has signed two major business deals.
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BlueTree and Prodalim, an international juice distribution company, have signed an agreement for the future distribution of 100 million liters of 100% naturally squeezed orange juice with reduced sugar.
BlueTree has also inked a deal with Israel's third-largest juice producer, Priniv, to produce a reduced-sugar pure orange juice. This cooperation could potentially make Israel the first country in the world to distribute low-sugar natural juice that retains its flavor and nutritional value. Production is slated to start at the end of 2022.
BlueTree is a portfolio company of the Fresh Start food-tech incubator in Kiryat Shmona (in partnership with Tnuva, Tempo, OurCrowd & Finistere Ventures).
Yuval Klein, CEO of Blue Tree, said, "The agreement with Priniv to produce sugar-squeezed orange juice is a dream come true and the agreement with Prodalim will make sure that the world moves to orange juice 2.0 – delicious and healthy.
Klein thanked Fresh Start and its team for their "invaluable" support.
