"Influencer" drink
Labeled as 100% pure fruit juice
The ingredient list shows the ingredients with "water"
Can a juice with water added to it still be pure juice?
NFC juice with 100% juice concentrate
What a difference
After the 90s, Li Xiaomeng pays great attention to daily maintenance, and drinking 100% juice is her way to maintain her health and supplement vitamins. When asked about the difference between concentrated and non-concentrated juices, she considers herself a "connoisseur" of beverages:
"Generally, when you see the words 100% juice on the packaging, it is considered equivalent to pure juice."
A consumer who thinks the same way as she does
Not in the minority
An interview with China Consumer Daily found that at present, many beverage manufacturers will mark "100% juice" in a conspicuous position on the outer packaging of the product to attract consumers. In fact, the 100% juice that most consumers want to buy is actually additive-free NFC juice.
NFC juice (non-concentrated reduced juice)
It is to wash and squeeze out the juice of the fresh raw fruit, and directly fill it after instantaneous sterilization, without concentration and restoration, to retain the nutrition and flavor of the fruit.
Taking 100% NFC citrus juice as an example, its processing is divided into two ways:
The finished product obtained by sterilization and filling after direct juicing;
After juicing, it is processed into products for the food industry for refrigeration or cryopreservation, and then the finished products obtained by thawing, sterilization and filling are followed by subsequent thawing, sterilization and filling as needed.
FC juice (concentrated reduced juice)
Add water, sugar, food additives and other substances to the original juice.
In contrast, FC juice is the biggest factor that causes consumers to easily confuse 100% juice:
Huiyuan juice sold → supermarkets has a variety of packaging such as 100% boutique gift boxes and zhenxiang gift boxes, all of which are marked with the words "100% juice", while the commodity ingredient list shows that the ingredients are water and juice.
→ Flavor All Daily C is favored by many young consumers because of its exquisite outer packaging. "China Consumer Daily" found that its product promotion also focuses on "100% juice content", but the ingredients in the ingredient list are water and concentrated orange juice.
Hu Tingting, an office worker, said that after drinking for many years, she knew the difference between the two and felt that she had been charged an IQ tax:
"A bottle of 300 ml of juice generally costs about 7 yuan, which is basically the same as the price of some brands of NFC juice, and the nominal 100% pure juice is easy to confuse."
The General Rules for Beverages implemented by the Standardization Administration of the People's Republic of China in 2016 stipulate that direct fruit juice or concentrated fruit juice with water can be called "100% juice". The so-called 100% of FC juice is actually "restored juice", not the original pure juice.
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Zhu Danpeng, an analyst in the Chinese food industry, said in an interview with China Consumer Daily:
"According to the current national relevant juice drink regulations to interpret, there is no problem for merchants to use 100% logo." But for the majority of consumers, seeing similar descriptions is indeed easy to cause conceptual confusion. ”
At the same time, he said that 100% of the juices on the market now have a water content. If all the original pulp is used, the taste is not necessarily the best, and the current production process is impossible to do.
The NFC juice market entered a period of rapid growth
Local standards promote the healthy development of the industry
"China Consumer Daily" survey learned that in the processing process, NFC than the traditional 100% reductive juice less juice concentration and blending process, after the juice direct sterilization and canning, reducing nutrient loss. Factors such as complicated production processes, harsh transportation conditions, and short storage time make NFC juice have higher requirements in sales channels, mainly in convenience stores and large supermarkets.
"China Consumer Daily" saw in Beijing's offline supermarkets and convenience stores that NFC juice, due to different sales channels, the price is in the range of 7 yuan -9.9 yuan. The price of NFC juice products is much higher than that of ordinary fruit juice.
With the continuous expansion of the domestic beverage consumption market, the sales volume of NFC juice is also increasing. With its wide market recognition, higher requirements have also been put forward for its production and processing, and it is imperative to accelerate the formulation of production standards.
Recently, China Consumer Daily learned on the official website of the Hunan Provincial Market Supervision and Administration Bureau that the local standard "NFC Citrus Juice Processing Technical Regulations" (hereinafter referred to as the "Regulations") organized and formulated by the Hunan Agricultural Products Processing Research Institute has completed the solicitation of opinions. The "Regulations" fully take into account the 100% NFC citrus juice processing technology, production inspection and other aspects, which will make up for the shortcomings of the existing NFC juice industry standards.
Source: China Consumer Daily