Q. I'm confused by labels on
fruit juice. What's the difference between "100% Pure Juice From
Concentrate," and "100 Percent Pure Juice Not From
Concentrate"?
A.
The Food and Drug Administration (FDA) regulates labels on foods including
terms used on juice labels. Beverages that contain fruit or vegetable
juice must declare the percentage of pure juice computed on a volume
basis.
-
"100 percent juice" — These juices
contain only juice — they are not diluted with water and no
sweeteners have been added. Only beverages that are 100 percent juice
may be called "juice." The terms "cocktail,"
"punch," "drink," or "beverage" signify
a diluted juice which often may have added sweeteners.
-
"From Concentrate" — These juices have
most of the water, fruit oils and essences removed by heat, which also
pasteurizes the juice. The concentrate is then frozen. When
reconstituted, filtered water, the oils and essences are added back.
It is considered 100 percent juice if the water added does not exceed
or fall short of what is considered standard for the juice. Juice from
concentrate also may be labeled with terms such as "from
concentrate" or "reconstituted."
-
"Not From Concentrate" — This is a
fresh juice directly squeezed from the fruit. It is 100 percent juice
if no water or sweetener has been added.
It is important to note that fresh squeezed juice (not from
concentrate) may — or may not — be pasteurized or treated to eliminate
harmful bacteria. The Center for Food Safety and Applied Nutrition found
in a preliminary study that unpasteurized juices accounted for 76 percent
of food-borne illnesses reported between 1993 and 1996. As of 1998, the
FDA required all fresh (unpasteurized) juices carry this label:
WARNING: This product has not been pasteurized and, therefore,
may contain harmful bacteria that can cause serious illness in children,
the elderly, and persons with weakened immune systems.