As defined in the Collins English Dictionary, 1819 a fruit juice is a beverage made from liquid squeezed from a fruit or fruits. With that said, can we legally call juice from concentrate 100% fruit juice? This seems to be the new way of advertising fruit juices blended with other ingredients, such as high fructose corn syrup or artificial sweeteners, additives and coloring.
Many may argue that fruit juice made from concentrate is juice adding back the water that was removed in the evaporation process. Yes, but evaporation which is heating the juice to high temperature will destroy certain nutrients and enzymes in the natural fruit. In addition, juice from concentrate would also have most of its water removed through filtration and extraction. Extraction involves adding some chemicals to get a more condensed product.
According to the Dictionary of Food Science and Technology, Juice from concentrate is also pasteurized as part of the process to extend its shelf life. As a general rule, the more processing a food undergoes, the more potential there is for nutrient loss. On the contrary, according to the Complete Book of Food count, the differences are not great. One cup of 100% orange juice from concentrate, for example contains 100 milligram and 40 micro-gram of beta-carotene, compare to 125 milligram of vitamin c and 80 micro-gram of beta-carotene in fresh squeezed varieties.
The writer will not dismiss the fact that 100% juice from concentrate with no sugar added is healthier than juice made from concentrate with sugar added, however it’s in my opinion that juice from concentrate should not be advertise as 100% natural fruit juice. As consumers we need to take charge in the market place, read labels since it is the only thing that will provide us with information needed to guide us in making a wise and informed choice. Please share your views and knowledge on this topic.
Do you drink a lot of juices that are made from concentrate?