Apura Ingredients, New Tree Fruit Co. form partnership

LAS VEGAS — Apura Ingredients marks the latest partnership for NewTree Fruit Co.

The partnership will integrate NewTree’s “de-sugared” fruit technology and fruit ingredients into Apura’s sugar-reduction solutions portfolio.

“Partnering with Apura Ingredients accelerates our mission by pairing our innovation with their deep market reach and technical formulation expertise,” said Kim Anderson, co-founder of NewTree Fruit Co.

NewTree’s process extracts 100% of inherent sugar from fruit while maintaining the full nutrient profile, color, flavor and acidity in food and beverage products, according to the company.

NewTree, founded in 2014, has been working to scale its technology with such companies as CeBev LLC and Finlays, which acquired a minority stake in NewTree.

Through the CeBev LLC partnership, the companies are working together to launch a “de-sugared” juice brand intended for the federal school lunch program.