As part of a balanced diet, consumers are increasingly demanding products sweetened with the natural sweetness of fruits, rather than refined sugar or artificial sweeteners. Natural sweetener is being used more and more frequently in still fruit juice and near water drinks, categories in which manufacturers are concerned about the naturalness of their product. The labels on products containing natural fruit sweeteners often carry claims such as “No added sugar”, “ Sweetened with fruit extracts”, or “ Fruit-sweetened”. Many consumers prefer natural fruit sweeteners because they are produced using a purely natural process, without any chemical or enzymatic additives.

WILD’s Fruit Up® natural sweetening system combines various clear fruit concentrates that are made up of 100% fruit, such as apples, pears, grapes, oranges and lemons. The fruit concentrate itself is colorless, has no intrinsic flavor, causes no clouding, and is highly stable and water-soluble. Fruit Up® has an intensity of sweetness and a calorie content comparable to those of granulated sugar.