Remove fruit juice sugar naturally

Better Juice is shaking up the juice market
with a new disruptive technology

Better Juice was founded in 2017 by a team of prestigious food industry professionals: a biochemist and microbiology academician with extensive experience in product development. The company is supported by The Kitchen FoodTech Hub – Strauss Group’s incubator, whose goal is to nourish promising food-tech ventures that can disrupt the global food system – making it more productive, more affordable, more sustainable and healthier.
Better Juice gives consumers what they are looking for: simple ways to reduce sugar in their diets. Popular juices such as orange and apple juice have 6 teaspoons (25 grams) of sugar per 1-cup serving (250 ml). Grape juice has up to 14 teaspoons. The Better Juice solution lets industrial juice producers lower or eliminate sugar in one simple step.


Better Juice reduces all types of sugar in juice: sucrose, glucose and fructose. The product processes all types of fruit juice, regardless of sugar composition.

Sugar is the major contributor to 21st century pandemics:
overweight, obesity and diabetes.

Did you know?

Meet the team

Eran Blachinsky.png

Eran’s career in the chemical and food industry spans over a decade, with multidisciplinary experience in R&D initiatives that integrate biology, chemistry and engineering and leverage business expertise and leadership.

Founder and CEO

Eran Blachinsky 

Roni Shapira.png

For the past 30 years, Roni has been a senior lecturer at the Hebrew University in food microbiology with expertise in juices, beverages, wine and beer microbiology. Roni is a member of several regulatory committees in Israel and abroad, advising food, juice and beverage manufacturers and ministries of health.

Chief Scientific Officer

Roni Shapira


Keren Shemesh.png

Keren has vast experience in scaling up lab prototypes to industrial scale. She worked as a process engineer at one of the largest engineering companies in Israel. She designed a range of chemical production lines and was a planner of Israel’s largest desalination plant.

Chemical Engineering

Keren Shemesh


Aviv Cohen.png

With GMP product development experience, Aviv served as the researcher and lab manager for Luminera, a pharmaceutical company. There, he developed a revolutionary patented facial rejuvenation product, a thread composed of hyaluronic acid and calcium hydroxyapatite.

R&D Manager

Aviv Cohen


Elad Landau.png

Specializing in microbiology, Elad worked as a lab manager in the Faculty of Agriculture at the Hebrew University of Jerusalem.

R&D Researcher & Lab Manager

Elad Landau


Rotem Cohen.png

Rotem earned her MSc in biotechnology from the Hebrew University of Jerusalem, specializing in microbiology and phytopathology. She studied under Dr. Shay Covo at the Faculty of Agriculture.

R&D Researcher

Rotem Cohen


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