Key Takeaways
- Rödl & Partner confirms that BlueTree’s filtration-based sugar reduction process does not require prior approval under EU novel food regulation
- The decision enables BlueTree to expand into the European market with its reduced-sugar beverage technology
- The process aligns with WHO guidelines to limit free sugar intake and supports upcoming EU juice labeling rules
- Beverage producers across the EU can now adopt BlueTree’s technology to meet consumer demand for healthier drinks
- BlueTree continues to invest in compliance and safety to support global expansion
EU Regulatory Clarity Paves Way for BlueTree Technologies’ Market Entry
BlueTree Technologies, a food tech company specializing in sugar reduction for natural beverages, announced today a significant regulatory milestone: its proprietary filtration technology has been deemed compliant with European Union food law and does not require prior authorization under the EU Novel Food Regulation (EU) 2015/2283.
Following a legal and scientific review, Rödl & Partner, an international advisory firm, concluded that beverages processed using BlueTree’s system—including sugar-reduced fruit juices—can be lawfully marketed across the EU without classification as a novel food.
“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 of BlueTree Technologies.
A Science-Backed Response to Global Sugar Reduction Demands
BlueTree’s filtration-based technology enables beverage producers to reduce sugar content while preserving the natural flavor of juices and similar drinks. The decision comes at a time of growing pressure from public health agencies, including the World Health Organization (WHO), which recommends reducing free sugars to less than 10% of daily caloric intake.
The company’s validated approach provides manufacturers with a tool to align with health guidelines while maintaining product quality. “Our technology gives natural beverage producers a powerful tool to reduce sugar content while preserving the natural taste,” added Gordon.
New Opportunities Ahead Under Updated EU Juice Labeling Rules For BlueTree Technology
The regulatory assessment also positions BlueTree’s technology for use under the forthcoming EU fruit juice labeling regulations, which will allow products meeting certain criteria to carry the designation of “reduced-sugar fruit juice.” This opens commercial pathways for beverage brands to reformulate offerings in line with updated standards and consumer expectations.
