Pressbaum, March 24, 2025 – Lifestyle diseases such as diabetes and obesity are on the rise in Austria. One major factor: excessive sugar consumption, often unnoticed. Austrian company Höllinger is now introducing its new sugar-free organic beverage line: 1-2-3 SUGAR-FREE. The innovative recipe – entirely without sugar and artificial sweeteners – offers a healthy indulgence in flavors Wild Berry and Peach-Passion Fruit, catering to children, adults, diabetics and seniors. These beverages are available in convenient packaging – both carbonated and non-carbonated.
Currently, 3.2 million people in Austria are overweight. Obesity is a risk factor for insulin resistance, which can eventually lead to diabetes. Around 800.000 people in Austria have been diagnosed with diabetes, and this number continues to grow. A key driver of this development is the excessive consumption of sugar and sugary drinks.
“A healthy diet plays a crucial role in preventing diabetes, particularly type 2 diabetes. To reduce the risk, a balanced diet is essential to maintain stable blood sugar levels and keep the body weight within a healthy range,” explains Rita Bugl, BSc MSc, dietitian and health educator. “Sugary foods and beverages, such as sodas, juices, sweets, and processed foods, should be minimized or avoided as much as possible. These products can cause rapid spikes in blood sugar levels and often contain hidden fats and sugars. Of course, eliminating sweets entirely is unnecessary, but moderation is key.”
To support the Austrian population in reducing sugar intake, Höllinger has developed a new product line that is 100 % sugar-free and contains 0 % artificial sweeteners. 1-2-3 SUGAR-FREE represents a conscious and healthy lifestyle for all generations.
“We know how difficult it is to avoid sugar in everyday life. It is present in many foods, often hidden, making it challenging to stay within the WHO’s recommended daily limit of 25 grams of added sugar. With our new 1-2-3 SUGAR-FREE line, we aim to support a healthy lifestyle and the reduction of sugar in beverages. With zero calories and zero sugar, it is the ideal refreshment for the whole family. A low-sugar diet is crucial from an early age, which is why we make healthy indulgence easier—without compromising on taste,” says company founder and CEO Gerhard Höllinger.
Sugar-Free Instead of Dangerous Sugar Bombs
Sodas and soft drinks are sugar bombs that cause spikes in blood sugar and insulin levels. Excessive sugar consumption can lead to obesity and increase insulin resistance, significantly raising the risk of diabetes and related conditions, including cardiovascular diseases.
Artificial sweeteners are also problematic: Studies suggest they may negatively impact gut health, metabolism and appetite regulation. This means artificial sweeteners are not necessarily a healthier alternative to sugar.
As a pioneer in natural beverages, Höllinger has developed an innovative production process that extracts an infusion from various plants leaves and fruits – completely free from sugar, artificial sweeteners, and calories.
For All Generations – Carbonated and Non-Carbonated
Sugar consumption affects everyone in Austria, young and old alike. In developing this new product line, Höllinger focused on the needs of different target groups and now offers the new organic refreshment in various flavors and practical packaging options. The light and fruity formula is available in the flavors Wild Berry and Peach-Passion Fruit:
· 200-ml Tetra Pak – The perfect size for children
· 300-ml Tetra Pak – Ideal for seniors and the healthcare sector
· 500-ml PET bottle – Perfect for on-the-go and an active lifestyle – and the only version available with carbonation
All variants are 100 % organic, 100 % sugar-free, 100 % free from artificial sweeteners and suitable for people with diabetes.
Diabetes: The Silent Danger Affecting Millions Unknowingly
Fatigue, constant thirst, frequent urination, or unnoticed weight loss – symptoms like these may seem harmless but could indicate a serious condition: diabetes. Type 2 diabetes, in particular, develops slowly over the years, with symptoms often being vague and gradual.
Experts warn: Without early diagnosis, the disease often remains undetected until irreversible damage such as heart attacks, strokes or kidney failure occurs. Diabetes can also damage nerves, leading to pain, numbness, or even amputations and significantly increases the risk of blindness and kidney failure. Currently, over 500 million people worldwide live with diabetes – and the number is rising! Alarmingly, estimates suggest that around 50 % of those affected are unaware of their condition. Regular check-ups are essential, especially for individuals with a family history, obesity or an unhealthy diet. Diabetes is a silent enemy affecting millions – and it should not be ignored.
Höllinger’s Innovation at the 42nd Nutrition Congress of Dietology Austria
On March 20th and 21st 2025, the Vienna Marriott Hotel hosted the prestigious 42nd Nutrition Congress of Dietology Austria. With high-profile lectures from international experts and the highlight event, the DIAETAWARD 2025 ceremony, the congress provided a platform for innovation and pioneering discussions in nutrition.
Höllinger’s new SUGAR-FREE line was also presented to industry professionals. The Austrian beverage company showcased its innovative, sugar-free products, impressing attendees with their natural taste and strong focus on healthy nutrition and sustainability. Designed specifically for health-conscious consumers, the new line attracted great interest and perfectly aligned with the congress theme.
“Our SUGAR-FREE line proves that indulgence and conscious nutrition can go hand in hand,” said Gerhard Höllinger. The congress was the perfect opportunity to engage with professionals in dietetics and nutritional science and emphasize the importance of sugar-free alternatives in modern diets.
Images available for publication free of charge with photo credit:
Image 01: (from right to left) Gerhard Höllinger and Stephanie Höllinger at the 42nd Nutrition Congress of Dietology Austria © IMS Höllinger GmbH/Bernhard Noll
Image 02: 1-2-3 SUGAR-FREE range © IMS Höllinger GmbH
Image 03: 1-2-3 SUGAR-FREE Peach Passion Fruit 200 ml © IMS Höllinger GmbH
Image 04: 1-2-3 SUGAR-FREE Wild Berry 200 ml © IMS Höllinger GmbH
Image 05: 1-2-3 SUGAR-FREE Peach Passion Fruit 300 ml © IMS Höllinger GmbH
Image 06: 1-2-3 SUGAR-FREE Wild Berry 300 ml © IMS Höllinger GmbH
Image 07: 1-2-3 SUGAR-FREE Peach Passion Fruit 500 ml © IMS Höllinger GmbH
Image 08: 1-2-3 SUGAR-FREE Wild Berry 500 ml © IMS Höllinger GmbH
Download Images: https://www.dropbox.com/scl/fo/mfj7lc7yaiacgbx2pjlll/AAx-EUa2hfnAUcNfMh214SE?rlkey=16sficmq4ym1wmzg2w3fqsga1&st=d33dqiuf&dl=0
About Höllinger
Innovative and high-quality organic fruit juices are what Höllinger is known for. It all began in 1998, when Gerhard Höllinger introduced the first directly pressed, naturally cloudy apple juice made from Styrian apples to Austrian food retailers under the mission statement "For our children, the best quality is just good enough". The basic values of that time - simplicity, naturalness & flexibility - are still in focus today: simple as well as delicious recipes without additives and the flexibility to react to current taste and nutrition trends have ensured the company its successes. Today, Höllinger exports its wide range of high-quality and healthy organic drinks such as non-alcoholic cocktail syrups, sugar-free lemonades, organic soft drinks, organic school juices and much more to 50 countries worldwide.
For more information, visit: hoellinger-juice.at
Press Contact
Sophie Harfmann
Himmelhoch GmbH Text, PR & Event
T: +43 676 623 4144
Sophie.harfmann@himmelhoch.at
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