Newtree Fruit Company
NewTree Fruit Company is a privately held B2B ingredient technology firm that has patented a culturing method to remove 100% of naturally occurring sugars from fruit juice without enzymes or chemicals while preserving full nutrition. It sells de-sugared fruit ingredients to food and beverage manufacturers, and licenses the technology via partnerships with Finlays, Apura Ingredients, and CeBev LLC.
- Company typePrivate
- Founded2014
- HeadquartersDe Pere, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Newtree Fruit Company does
NewTree Fruit Company is a privately held B2B ingredient technology company that has developed and patented a culturing method to remove 100% of naturally occurring sugars (fructose, sucrose, and glucose) from fruit juice without the use of enzymes or chemicals while preserving nutrients, color, flavor, and acidity. Compared to typical 100% apple juice, the de-sugared output delivers 89% fewer calories, 96% less sugar, and 88% fewer carbs at less than 0.5g of sugar per serving, while retaining the nutritional equivalent of one full serving of fruit. The company sells its De-Sugared™ fruit juice concentrate as an ingredient format to food and beverage manufacturers across more than fifteen categories, including flavored water, protein drinks, alcoholic and caffeinated beverages, yogurt, gummies, confectionery, and frozen desserts. Headquartered in De Pere, Wisconsin with a turnkey processing facility in Traverse City, Michigan, the company employs 1-10 people and was founded in 2014 by Chad Anderson (Co-Founder and CEO) and Luc Hobson (Co-Founder and Chief Scientist).
The company operates a hybrid B2B revenue model anchored on direct ingredient sales combined with technology licensing arrangements and channel partnerships. Strategic distribution and equity partners include Finlays (global B2B beverage supplier, minority strategic investor as of December 2025), InterContinental Beverage Capital (equity investor and strategic advisor since December 2023), Apura Ingredients (global supply network and formulation integration, partnership announced 2026), and CeBev LLC (exclusive partner for the Grō sub-brand targeting the U.S. federal K-12 school meal program, launching Spring 2026). Customer segments span commercial food and beverage manufacturers, government/institutional channels, and downstream consumer personas including health-conscious adults, parents, diabetics, fitness enthusiasts, and active boomers.
Originally an R&D-focused venture, NewTree pivoted to commercialization in 2023 following breakthrough achievement of 100% sugar removal from cranberry juice concentrate. The company has since experienced roughly 10x growth in orders from two existing brands, signed $1.5MM in 2024 orders from new clients, and announced plans to construct two additional production facilities within two years. The technology is protected by multiple registered patents covering the culturing method, de-sugaring process, and 100% sugar removal from juice.
Newtree Fruit Company firmographics
Firmographics- Name
- Newtree Fruit Company
- Legal name
- NewTree Fruit Co., LP
- Website
- https://newtreefruit.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NewTree Fruit Company is a privately held B2B ingredient technology firm that has patented a culturing method to remove 100% of naturally occurring sugars from fruit juice without enzymes or chemicals while preserving full nutrition. It sells de-sugared fruit ingredients to food and beverage manufacturers, and licenses the technology via partnerships with Finlays, Apura Ingredients, and CeBev LLC.
- Ownership category
- akta.pro rank
Newtree Fruit Company industry classification
Industry- Product category
- Fruit Juice Ingredients & Sugar-Reduction Technology
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (31193)
- SIC
- Beverages (2080), Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing (AFAFABAM)
- akta.pro secondary industries
- Juice Concentrates & Fruit Bases (AFAFAGAB), Juice Concentrates, Bases & Syrups (Fruit/Vegetable) (AFAKAFAC), Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)
Keywords
Where Newtree Fruit Company is headquartered
LocationHeadquarters
- HQ city
- De Pere
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Newtree Fruit Company business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- De-Sugared Fruit Ingredient Sales: Sale of de-sugared fruit juice ingredients to food and beverage brands for use in their formulations. The company sells ingredient formats for reduced or zero sugar benefits with full nutrition.
- Technology Licensing: Licensing agreements with key food and beverage companies, both domestically and in international markets, to handle accelerating demand. The company is looking to expand through licensing its patented technology.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Newtree Fruit Company product offering
Product offeringCore offering
NewTree Fruit Company manufactures and supplies De-Sugared™ fruit juice concentrate ingredients using a patented culturing method that removes 100% of naturally occurring sugars (fructose, sucrose, glucose) without enzymes or chemicals while retaining full fruit nutrition, color, flavor, and acidity. The company sells these B2B ingredient formats to food and beverage brands across categories including flavored water, juices, sports/protein drinks, gummies, yogurt, alcoholic and caffeinated beverages, and frozen desserts, and also licenses its patented technology to manufacturers domestically and internationally.
Product overview
NewTree Fruit Company is a B2B ingredient technology company offering patented De-Sugared™ fruit juice concentrate as its core product, along with a consumer sub-brand called Grō launched via partnership with CeBev LLC for the school meal program. The company's De-Sugaring™ technology removes 100% of naturally occurring sugars from fruit juice through a proprietary culturing method, producing ingredient formats used across a wide range of food and beverage categories. The technology is commercialized both directly and through distribution/formulation partnerships (Apura Ingredients, CeBev LLC, Finlays).
Differentiator
Problem solved
Functional benefit
Brands
- grō: A de-sugared juice brand specifically designed for the federal school lunch program, launching in Spring 2026 with initial flavors including lemon berry, orange guava, and peach apple.
Products and services
- De-Sugared™ Fruit Juice Concentrate Ingredients Proprietary de-sugared fruit juice concentrate produced via a patented culturing method that removes 100% of naturally occurring sugars while preserving vitamins, minerals, polyphenols, color, flavor, acidity, and natural hydration. Achieves less than 0.5g sugar per serving and delivers the nutritional equivalent of one full serving of fruit. Sold B2B to food and beverage brands.
- De-Sugared™ Ingredient Formats (B2B formulation) B2B ingredient solutions supplied in multiple formats for use across food and beverage categories including flavored water, sports hydration, protein drinks, smoothies, yogurt prep, jellies, gummies, nutritional bars, caffeinated drinks, alcoholic/cocktail beverages, and frozen desserts.
- Grō De-Sugared Juice (School Lunch Brand) A de-sugared 100% juice brand launched in partnership with CeBev LLC, specifically designed for the U.S. federal K-12 school lunch program. Uses NewTree's patented De-Sugaring technology to remove naturally occurring sugars while preserving essential nutrients, natural color, flavor, and acidity; available in 4-ounce lemon berry, orange guava, and peach apple flavors.
- De-Sugaring Technology Licensing Licensing of NewTree's patented De-Sugaring culturing technology to food and beverage companies in domestic and international markets, enabling licensees to apply the proprietary process within their own production operations.
Quantifiable outcome
- 89% fewer calories, 96% less sugar, 88% fewer carbs compared to typical 100% apple juice
- +3 more outcomes
Companies that use Newtree Fruit Company
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
Newtree Fruit Company technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Newtree Fruit Company partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Apura IngredientscoreStrategic partnership to expand access to NewTree's patented De-Sugared fruit technology through Apura's global supply network and formulation expertise. The partnership integrates de-sugared fruit technology into Apura's sugar-reduction solutions.
- CeBev LLCcoreExclusive partnership to launch grō, a new line of reduced-sugar, 100% juice products specifically designed for K-12 school meal programs in the United States. Products use NewTree's patented De-Sugaring technology to remove naturally occurring sugars while preserving essential nutrients, color, flavor, and acidity.
Scale indicators7 records
Recent moves7 records
Expansion highlights7 records
Newtree Fruit Company competitors and assessment
Company assessmentBroad incumbents
- Tate & Lyle: Global ingredient supplier with a large sugar-reduction and specialty food ingredients portfolio (e.g., TASTEVA, DOLCIA PRIMA). Directly comparable as a B2B provider of sugar-reduction solutions to food and beverage manufacturers.
- Ingredion: Major ingredient solutions company offering sweeteners, starches, and sugar-reduction technologies to CPG customers. Comparable B2B ingredient platform model targeting the same sugar-replacement use cases.
- BENEO (Südzucker): Ingredient manufacturer specializing in sugar reduction via chicory root fibers and isomalt, supplying food and beverage manufacturers globally. Comparable functional sugar-reduction ingredient portfolio targeting similar customer needs.
- Kerry Group: Taste and nutrition solutions provider with sugar-reduction technologies serving global beverage and food brands. Comparable B2B ingredient and formulation partner model.
- ADM: Global nutrition and ingredient company with sugar-reduction capabilities and broad CPG customer base. Comparable B2B ingredient platform addressing similar sugar-reduction use cases across beverage and food categories.
- Cargill: Global food and beverage ingredient supplier with extensive sugar-reduction capabilities including EverSweet stevia. Operates in the same B2B ingredient space with overlapping customer base of beverage and food brands.
Direct peers
- SweeGen: Specialty sweetener company focused on stevia and other non-caloric sweeteners for food and beverage applications. Comparable as a B2B sugar-replacement ingredient technology provider.
- Apura Ingredients: Strategic partner of NewTree that integrates de-sugared fruit technology into its sugar-reduction solutions portfolio for food and beverage customers. Comparable as a sugar-reduction ingredient specialist serving the same B2B market.
- PureCircle (Ingredion brand): Leading supplier of stevia sweeteners to global beverage and food brands. Comparable technology-and-ingredient provider addressing the same sugar-reduction need across CPG applications.
- Finlays: Strategic minority investor in NewTree and a global B2B supplier of tea, coffee, and botanical beverage ingredients. Comparable as a B2B beverage ingredient partner integrating sugar-reduction solutions for major beverage brands.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Newtree Fruit Company social profiles
Digital presenceNewtree Fruit Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newtree Fruit Company leadership team
Management profileNumber of profiles
Profiles2 records
Newtree Fruit Company funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newtree Fruit Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Newtree Fruit Company
What does Newtree Fruit Company do?
NewTree Fruit Company manufactures and supplies De-Sugared™ fruit juice concentrate ingredients using a patented culturing method that removes 100% of naturally occurring sugars (fructose, sucrose, glucose) without enzymes or chemicals while retaining full fruit nutrition, color, flavor, and acidity. The company sells these B2B ingredient formats to food and beverage brands across categories including flavored water, juices, sports/protein drinks, gummies, yogurt, alcoholic and caffeinated beverages, and frozen desserts, and also licenses its patented technology to manufacturers domestically and internationally.
Is Newtree Fruit Company a public or private company?
Newtree Fruit Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was Newtree Fruit Company founded?
Newtree Fruit Company was founded in 2014. It employs 1 to 10 people.
Where is Newtree Fruit Company based?
Newtree Fruit Company is headquartered in De Pere, United States, in the North America region.
How does Newtree Fruit Company make money?
Two revenue lines are on record. De-Sugared Fruit Ingredient Sales are the primary driver. The others are technology Licensing.
Who are Newtree Fruit Company's main competitors?
Broad incumbents on record are Tate & Lyle, Ingredion, BENEO (Südzucker), Kerry Group, ADM and Cargill. Direct peers are SweeGen, Apura Ingredients, PureCircle (Ingredion brand) and Finlays.
Does Newtree Fruit Company have an API?
No public API is recorded for Newtree Fruit Company.
What industry is Newtree Fruit Company in?
Newtree Fruit Company's product category is Fruit Juice Ingredients & Sugar-Reduction Technology. Its primary akta.pro industry code is AFAFABAM, Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing, with a secondary code of AFAFAGAB, Juice Concentrates & Fruit Bases. Its NAICS code is 31193 and its SIC code is 2080.