Fruits and natural ingredients made from fruits have a favorable, healthy image. Consumers are therefore increasingly requesting products with pure, natural ingredients from fruits, sweets and baked goods included.

Natural fruit sweetness from fruit concentrate with a Brix value between 78° and 80° is especially well suited for the production of bakery and confectionery. WILD has developed the optimal, all natural fruit sweetener: Fruit Up®. It is made entirely from fruit through a complete physical production process, without the use of chemicals or additives. Fruit Up® has a clear, sweet taste. Its sweetening intensity is close to that of sucrose (invert sugar syrup), relating to the dry matter basis. This makes Fruit Up® an excellent alternative for replacing sugar and sugar syrup partially or entirely.

WILD offers the natural fruit sweetener Fruit Up® also in a liquid table-top sweetener version. Manufacturers can choose between a clear, colorless variant and a golden brown version.