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Founded in 2020 by Didier Toubia and Yuval Klein, Blue Tree Technologies is a foodtech company based in Northern Israel that develops proprietary separation systems to selectively remove naturally occurring sugars from beverages like juices, milk, and beer. The enterprise provides system integration and maintenance services to beverage manufacturers, enabling the production of healthier low-sugar products while preserving original nutrients, aromas, and textures. Blue Tree has conducted over ten trials with global beverage brands and secured commercial deployments with customers including Israeli juice maker Priniv and a Thai manufacturer. The organization has raised $2.26 million in venture capital funding, backed by lead investors OurCrowd and Sucden Ventures. Following a recent self-affirmed FDA food safe status, the firm is expanding its applications to dairy products, achieving zero-sugar milk with a target for commercialization by 2026.
Blue Tree Technologies Ltd. has raised $2.0M across 1 funding round.
Blue Tree Technologies Ltd. has raised $2.0M in total across 1 funding round.
Blue Tree Technologies Ltd. has raised $2.0M across 1 funding round. Most recently, it raised $2.0M Seed in July 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 1, 2024 | $2M Seed | — | ABB Technology Ventures, LocalGlobe, NEC Corporation, OurCrowd, GIL Agmon, Noah Pickholtz, Richard Branson, Zohar Zisapel | Announced |
Blue Tree Technologies Ltd. has raised $2.0M in total across 1 funding round.
Blue Tree Technologies Ltd.'s investors include ABB Technology Ventures, LocalGlobe, Nec Corporation, OurCrowd, Gil Agmon, Noah Pickholtz, Richard Branson, Zohar Zisapel.
BlueTree Technologies Ltd. is an Israeli foodtech startup that develops patented physical separation technology to selectively reduce sugar content in natural beverages like juices, milk, and beer while preserving taste, nutrients, aroma, and texture.[1][2][4] It serves beverage manufacturers and producers seeking clean-label, low-sugar products, solving the challenge of meeting global sugar reduction regulations without compromising flavor or using additives—achieving up to 30-75% sugar cuts, such as in orange juice or lactose in milk.[2][4] The company offers a turnkey, integrable system via leasing with service fees, enabling quick deployment (under two months) into production lines, and has secured partnerships like with Israel's Priniv for commercial-scale reduced-sugar OJ and Prodalim for global distribution of 100 million liters.[2][4] Backed by investors including OurCrowd, BlueTree graduated from Israel's Fresh Start incubator in 2022 and scaled from lab to full production by 2023, positioning it for rapid growth in the health-focused beverage market.[2][5]
Founded in 2020 by Didier Toubia and Yuval Klein, BlueTree emerged from Israel's vibrant foodtech scene, with Toubia bringing over 20 years of experience as co-founder and CEO of cultivated meat pioneer Aleph Farms.[1][2] Toubia, holding an MBA and M.Sc. in Water and Soil Sciences, paired with Klein, a biotech engineer with an M.Sc. in Industrial Engineering and expertise in technology and operations.[1] The idea stemmed from addressing consumer demand for healthier natural drinks amid rising sugar concerns, evolving from lab-scale prototypes post-Fresh Start incubator graduation in June 2022.[2] Pivotal early traction included signing with Priniv shortly after, self-affirmed GRAS status, and Michael Gordon joining as CEO in July 2022 to drive scaling into juices, milk, and beyond by 2023.[2][4] Note: A separate UK entity with the same name, registered in Bristol since 2006, appears unrelated based on available details.[3]
BlueTree rides the global wave of sugar reduction mandates (e.g., region-specific limits in EU, US, Israel) and consumer shift toward clean-label, low-sugar naturals amid obesity and health trends, where 80% of people want less sugar but reject artificial sweeteners.[2][4] Timing aligns with post-pandemic focus on functional beverages, enabling producers in growth markets like Brazil or South Africa to export compliant products without reformulation.[4] Market tailwinds include $500B+ juice/dairy sectors facing "sugar tax" pressures, plus clean-label premium pricing; BlueTree influences by pioneering physical tech over dilution or additives, potentially standardizing "BlueTree logo" as a shelf signal for verified low-sugar naturals.[1][2][4] As a Fresh Start/OurCrowd alum, it bolsters Israel's foodtech ecosystem, bridging startups to incumbents like Priniv.[2][5]
BlueTree is primed for explosive scaling with commercial pilots launching in Israel (e.g., Priniv's 10-30% reduced OJ by early 2023 onward) and global distribution via Prodalim, targeting royalties as partners co-develop features like variable sugar profiles.[2][4] Trends like personalized nutrition, plant-based milks, and functional drinks will amplify demand, especially as GRAS status eases US/EU entry; expect more MoUs turning into revenue by 2026.[2] Its influence could evolve from niche innovator to ecosystem enabler, licensing tech widely and inspiring physical separation for other foods—ultimately making low-sugar naturals the default, liberating shelves from high-sugar options as per their mission.[1][4] This positions BlueTree as a high-momentum play in healthtech, much like its founders disrupted meat.
