CeBev Partners with NewTree to Launch ‘De-Sugared’ Juice Brand for K-12 School Nutrition

CeBev LLC, a major provider to the U.S. school nutrition industry and maker of the Juice Bowl® brand, has announced an exclusive partnership with NewTree Fruit Company. The collaboration aims to disrupt the school beverage sector with the launch of grō™, a new brand of de-sugared 100% juices designed specifically for K-12 meal programs.

The launch addresses a critical challenge in the school foodservice market: balancing strict sugar reduction mandates with student acceptance. By leveraging NewTree's patented technology, CeBev claims to offer the first reduced-sugar, 100% fruit juice box positioned for nationwide school distribution.

Technological Innovation: De-Sugaring vs. Dilution

The core differentiator of the grō™ line is the utilisation of NewTree’s patented De-Sugaring technology. Unlike traditional low-sugar formulations that rely on dilution or added sweeteners, this process physically removes naturally occurring sugars—including fructose, sucrose, and glucose—from the fruit juice.

Crucially, the technology preserves the fruit's essential nutrients, natural colour, flavour, and acidity. This allows schools to serve a product that meets tightening wellness standards without compromising the sensory profile that drives student participation.

Strategic Fit for School Compliance

Sarah Lindberg-Knight, General Manager of CeBev LLC, highlighted the operational logic behind the partnership.

"Schools are being asked to do more than ever when it comes to nutrition—reduce sugar, meet compliance standards, and still provide products students will actually consume," Lindberg-Knight stated. "By combining CeBev's deep experience in school foodservice with NewTree's De-Sugaring technology, we are offering a solution that is practical, nutritionally meaningful, and designed specifically for real-world school environments."

Product Specifications and Launch

The initial grō™ rollout features three flavours, all packaged in a 4-ounce format optimised for school meal trays:

Lemon Berry
Orange Guava
Peach Apple

Chad Anderson, CEO of NewTree Fruit Company, added: "For many children, school meals provide the most consistent access to fruits and vegetables. This partnership allows us to apply our technology where it can have a real and lasting impact: supporting child health and meeting regulatory requirements."