The Big Juice Myth
Did you know that packaged commercially available 100% juice is actually not 100% juice?
The “100% juice” label means that everything in the bottle came from a fruit or vegetable, not necessarily the fruit or vegetable you think you’re drinking. Juice makers have a problem. High-end fruit juices are delicious, but they’re also expensive. It’s tough to turn out an affordable product when you’ve got to squeeze loads of pricey fruits to produce a single bottle. To save money, companies dilute their wares with cheaper juices like white grape, apple, or pear. The finished product is still 100% fruit juice, but it may not be juice from the fruit you were expecting.
Even if a juice is actually marketed as ‘pure’ or ‘natural’ 100% juice, it is heavily processed. Companies routinely add flavouring and aroma to provide processed juices an aromatic and flavour profile closer to fresh juice to mask the effects of processing and storage.
Then there are imposters which pass of as juice to uninformed consumers. Taglines like “Made from 100% Concentrate” or “Not from Concentrate” don’t mean a thing. These line supermarket shelves and are termed “beverage”, “drink”, “cocktail”, “drink” and “nectar”. These are nothing more than a concentrate mixed with water, sugar, stabilizers and preservatives with some taste enhancers and food dyes (artificial and natural colourings) thrown in. Some brands add synthetic fibre to give a natural texture. Technically, plain water can taste like juice with a few additives thrown in!
Road Side Juice
These have no sanitation and are full of dust, pollutants, bacteria and other micro organisms and pesticides. Sugar, unfiltered water and ice are routinely added. There is no hygiene, credibility, accountability or consistency at all. Who anyway wants to have a glass of unclean juice with bits of flies buzzing around on a hot, dusty roadside?