This is according to SurePure marketing executive, Steve Miller, who says that when consumers start to understand how much preservatives are in the juices they buy, or how little nutrient value is left after the ultra-high levels of heat their juice has been subjected to, they are going to be shocked and producers brands are going to suffer as a result.
"Consumers will be able to read the labels on their juices and see exactly what kind of processed beverage concoction is masquerading as pure fruit juice as the way producers process, pad and preserve their products will be a little more evident in the future and the ugly truth revealed," he says.
"If producers follow the letter of the new law, consumers will know exactly what ingredients are in the beverage, and what little nutritional value they actually contain. Consumers will be horrified at the pervasiveness of sugar, colourants, flavourants and especially preservatives most juices they feed to their families contain."
Since the act does not stipulate that all ingredients need to be listed manufacturers will still be able to keep the consumers in the dark regarding certain ingredients in fruit juices. Miller warns that while producers will in theory, have to be totally truthful as to what ingredients, additives and preservatives their juices contain, they are still allowed not to list certain preservatives, pimaricin being an example, if they are added at under 10ppm.
Miller says that the main problem is that ingredients need to be listed in order of weight, volume or prevalence so water, sugar and so on will be listed. "But, we all know that some of the most dangerous additives to fruit juice, like preservatives, are added in relatively tiny amounts, so they are very hard to analyse."
He stresses that it is not just ingredients that need policing, but its processes and practices. "Boiling juice just isn't good for the natural nutrients and enzymes in juice but the consumer doesn't know that, and big business isn't going to tell them and this legislation does not force them to talk about it."
Miller says that deciphering the labels will still require intelligence, education and dedication, and will leave the most vulnerable consumers at real risk of exploitation. Big brands and major retailers should ideally allow for an independent ingredient and nutritional audit of their juices and explain to consumers how these beverages are marketed and sold as pure fruit juice.
He says that they should also look at shifting to new technology. The FDA recently approved the commercial use of ultra violet light for the liquid purification of fruit juices as an approved technology alternative to pasteurisation, to remove, reduce or inactivate pathogenic organisms that might prove harmful to humans if ingested.
He points out that the major benefits for manufacturers of fruit juices utilising photo-purification technology include less chemical intervention with complete food safety resulting in a healthier, tastier, safe juice.
