We are a supporter of a pan-European campaign, Fruit Juice Matters.

There are some interesting facts about nutrition and pure fruit juice:

  • Naturally occuring 100% pure fruit juice contains no added sugar

  • 150ml orange juice has the same about of sugar as 1.5 oranges

  • 100ml pure orange juice is one of the most nutrient-rich fruit juices

  • 150ml of juice delivers over 70% of an adult’s daily recommended vitamin C

  • 70% of the adult population do not eat enough fruit and veg. You can get one portion of fruit in a 150ml glass of pure juice (ref)

A recent study published in the US suggests higher consumption of sugary beverages, including fruit juice, is associated with increased mortality. The Fruit Juice Matters campaign, which we are a supporter of, has responded saying that their headline is misleading and potentially damaging as their study has several limitations. In line with the British Soft Drinks Association (BSDA), our position is that the study is inconclusive, and the way its findings are presented is misleading. All age groups in the UK are falling short on their 5 A Day consumption of fruit and vegetables. Therefore, warning against consuming a small 150ml portion of pure fruit juice – which counts as one of your 5 A Day – risks people foregoing the vitamin and phytonutrient benefits of fruit juice that this study acknowledges.