ABSTRACT The reduction of non-sugar compounds content in all intermediate and by-products of the sugar industry, especially molasses, shifts the production towards sugar yield increase and also facilitates betaine recovery. In this respect, the application of possible non-sugar compounds adsorbents is being intensively explored. The presented study investigates the application of sugar beet pulp and sodium bentonite as adsorbents in sugar beet molasses purification treatment. Potential reduction of non-sugar compounds content in molasses was monitored through measurements of molasses colour and turbidity. The experiments were conducted according to the Box-Behnken experimental design and the effects of independent variables: pH (3−7), adsorbent concentration (3−7 g/L) and molasses dry substance (30−50°Bx) on the sugar beet molasses colour and turbidity were determined by response surface methodology. Applied temperature (60°C) and mixing speed were kept constant throughout the experiments. The most pronounced impact on molasses colour and turbidity was expressed by pH, regardless of adsorbent used. Low pH treatments improved molasses colour reduction while opposite effect was observed regarding turbidity reduction. More efficient molasses colour reduction was noticed upon sodium bentonite addition compared to the sugar beet pulp. Conversely, greater molasses turbidity reduction was observed upon sugar beet pulp application.