The global preference & mandate for freshness, nutrition, and sustainability

Food technologist and industry strategist Bhushan Yengade wrote in the March April 2026 issue of IndiFoodBev, “I have seen the global food market reach a critical pivot point. The era of ‘heat-and-preserve,’ which saved the 20th century from foodborne illness, is being replaced by a 21st-century mandate for freshness, nutrition, and sustainability. Non-Thermal Processing (NTP) is no longer a niche luxury; it is the technological backbone of the next food economy.” He added, “Non-thermal technology was born from the need to decouple safety from quality. While heat pasteurization kills pathogens, it also ‘cooks’ the product, destroying delicate vitamins and volatile aromas.”

Yengade went on to explain, “high-pressure processing (HPP), or ‘Pascalization,’ subjects packaged food to extreme water pressure up to 600 MPa. This isostatically crushes the cell membranes of pathogens, such as Listeria and Salmonella, without the need for heat. Because it targets only weak, non-covalent bonds, it leaves vitamins, pigments, and flavor molecules intact. This results in ‘fresh-like’ products with extended shelf lives, such as guacamole and cold-pressed juices.”

The renewed mandate for freshness, nutrition, and sustainability is deeply aligned with the traditional Indian and Asian ethos for food and beverage consumption. While various protein diets, smoothies, and supplements are creating strong niche markets, the mainstream appeal of fresh fruit juices stems from the traditional roadside sugar cane and other fresh juices extracted in front of you. However, juices such as sugarcane and coconut water were previously available only in India as fresh products, not as packaged beverages, since they were considered difficult to process, preserve, pack, and deliver.

In the past 25 years, with the increase in incomes, and the growth of new marketing systems and the cold chain, the cold processing of ‘healthy’ fruit juices, including high-pressure processing and their availability through hypermarkets, eCommerce, and special outlets and juice bars, have become ubiquitous and made them available as packaged beverages in various formats.

In the upmarket segment, in parallel to packaged smoothies and coffee machines, consumers have acquired cold-press juice machines at home, a step beyond conventional juicers. Additionally, just as there is a wave of national coffee cafe chains, companies such as The Juice Factory are already present in 30 cities and are looking to rapidly add franchisees across the country.

Healthy juice products in the Indian market focus on cold-pressed, organic, and no-added-sugar options, including many relatively new brands such as Raw Pressery, Pluckk, Paper Boat, Second Nature, Real Activ, and Baidyanath. Paper Boat was an early mover in this market, cleverly targeting the creamy layer of airline passengers to build its brand and market, with its paper-like pouch and spout packaging. It has since migrated to the other formats, including PET bottles and liquid aseptic cartons.

New packaged choices come to market, combining traditional fruits, such as amla, jamun, and newer, more exotic products, such as sea buckthorn, blueberry, cranberry, and aloe vera, which boost immunity, digestion, and skin health. Healthy cold-pressed and natural juice categories that avoid added sugar, preservatives, and artificial flavors.

Examples include Raw Pressery, known for varieties like pomegranate and coconut water. Another is Pluckk, which offers, among other juices, Aam Panna, pomegranate, and Valencia orange. My Pahadi Dukan – Ayuzera specializes in Himalayan Sea Buckthorn pulp, said to be rich in antioxidants and Omega 3, 6, 7, and 9.

Another broad category is that of functional and Ayurvedic juices that includes Sri Sri Tattva offering specialized blends including wheat grass for detox, Arjuna Garcinia for heart health, and amla. Dabur markets functional mixed juices like jamun-neem-karela for blood sugar management. Baidyanath markets its natural amla juice as an immunity booster, and Krishna’s Herbal & Ayurveda markets amla and ginger juices for digestive care. While aloe vera juice is said to support detoxification, kokam juice is a traditional and natural option for digestive health.

There is also a premium packaged fruit juice category with Real Activ bringing cranberry juice to the Indian market with no added sugar, and Paper Boat, which markets many traditional Indian fruit juices and drinks, including Swing Zesty Pomegranate and guava with added Vitamin D.