Fruit-based additive for cereals: Gat Foods solution offers “a delicate sweetness without the refined sugar”

Breakfast cereal is sweet and convenient, but consumers are demanding more nutritious alternatives that are lower in refined sugars while retaining ample flavor. Israel-based Gat Foods has launched Fruitlift – an innovative fruit-based formulation containing natural plant fibers that is available in a wide range of flavors. The base additive can be used as a natural fruity flavoring or blended neutrally into a cereal brand’s signature flavor.

While in the past cereal brands have experimented with artificial and natural sweeteners, Fruitlift distinguishes itself from alternatives. “Fruitlift’s taste can’t be compared with that of stevia or other sweeteners. It includes 90 percent fruit components, therefore, it doesn’t carry the typical aftertaste of sweeteners. When compared to cereals sweetened by refined sugars, cereals with Fruitlift features a more mild sweet profile,” Michal Katzir Emek, International Marketing Director for Gat Foods, tells FoodIngredientsFirst.