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Putting the Squeeze on Aseptic Juice

BY EARTHFIRST

Hands up who likes a fresh orange juice in the morning. I bet you drink it thinking it will give you a boost of vitamin C and stave off those winter sniffles. If this is the case, you may be disappointed to know that some juice labeled as ‘fresh’ is not as fresh as the packaging claims it to be.

Companies sometimes mix freshly squeezed juice with aseptic juice (in the refrigerated section). This isn’t illegal but it is false advertising. If you’re not sure what aseptic juice is, read on.

Aseptic juice is juice (from any fruit) that has been boiled at over 95 degrees centigrade and cold stored in airtight containers for up to 2 years (like Longlife milk packets). The boiling destroys the vitamin content and reduces flavour, so flavour enhancers and synthetic vitamins are sometimes added before the product is bottled. Most of the unrefrigerated juices are processed this way to give them a long shelf life.

The whole process certainly negates any claim to being fresh. However, companies that fill their bottles with this juice are still labeling it as fresh, which misleading consumers.

While aseptic juice is not bad for us, it is important to understand that it is not ‘fresh’. The only way to really know what’s going into your glass every morning is to make your own juice with a juicer or buy your fruity beverages from a juice bar.
These two options may not be as convenient as a bottle, but at least you know what you’re ingesting and you also avoid using packaging that is also a great way to be a little more green!

What do you think?


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