And so to fruit juice. A question I often get from readers who’ve read the label of a “100%” fruit juice is: “How can a product described as 100% juice have all that other stuff in it?”
Fair question. The answer is that the regulations allow it.
Legally, a 100% juice must consist of the natural juice of the named fruit or fruits, but it may also contain permitted preservatives, citric acid, ascorbic acid, carbon dioxide and natural essences or aromas.
Most of that “100% juice” is reconstituted: juice from fruit such as apples, grapes and oranges is extracted and then concentrated by removing the water via evaporation to reduce the volume and protect its shelf life, and then, for ready-to-drink consumption, the concentrate is diluted again before bottling.
If it’s freshly squeezed fruit juice that you’re after, with no additives at all, the description to look for is “fresh fruit juice”.