Just Juice - why would you say this?

I am aware that this whole "why would you say this???" is starting to become a regular feature on this blog, but I seriously am interested.

Now I don't know very much about juce (Innocent Dan, maybe you can help me out here?), but if you say things like No Gunk, No Junk, and then say From Concentrate, doesn't that simply contradict yourself, or actually is concentrate ok?

Can anyone help?

Comments

[Dan]

Hi Amelia - it's the other non-Innocent Dan...

It still makes sense because concentrate just means that they squeezed some oranges and then evaporated/froze the juice to remove the water.

They do this to save on the shipping. When it gets closer to its destination, it gets reconstituted. When you reconstitute it, you're just putting the water part back into the juice. So, for example, the juice might be squeezed on a farm in Brazil, all the water taken out and frozen, transported across the ocean, and reconstituted in, say, The Midlands and packaged.

At no time are things like preservatives or chemicals added (in theory, not sure in practice).

Or at least that's how I've been told it works.

[Paul H. Colman]

It rhymes, that's nice.

[dan at innocent]

Non-innocent Dan describes concentrates pretty well. What happens is that fresh juice is boiled up so that the water evaporates from it. So you end up with a much smaller volume of a syrupy concentrate that can be reconstituted at the other end.

The problem is that that the excessive heating dramatically reduces the nutritional profile of the juice. And you get a slightly burnt and plasticky taste.

To remedy this dodgy taste, you'll often find that 'add-backs' are added when the concentrate is reconstituted at the other end. Add-backs are aromas/enhancers that attempt to give the juice back a bit of its 'natural flavour'. Not exactly natural.

The fact that Just Juice openly show that they use concentrates is to be applauded - the real cuplrits are companies that make smoothies and juices and don't tell you that what you're really getting is a load of concentrates.

So you should always check the ingredients panel, because that's where companies legally have to tell you if they used real juice or concentrates.

[Tom]

Ask Dan about the men with clipboards.....and the noise, and the big red buttons.

[Amelia]

Clipboards, noise and big red buttons???

Dan??

[Tom]

He's hiding.

[Doug]

Watch me date myself...

It's a poor revamp on the original just juice ads from the early/mid 80's. The ad was produced by the now defunct Zeatland advertising. (I worked there as in house messenger).

The original was actually quite good and, I think, won a couple of awards. It was one of the first(ish) ads to feature rap to a main stream brit audience. It went something like "no pith, no peel, no powder, just juice, no preservatives, no something, something, something, just juice." It was also very well shot with lots of slow motion pouring juices etc. Something that stood out, at the time.

History lesson over, I have to go get my walker serviced.

[Asi]

I'm a bit surprised by your surprise....

we might fall to the trap of the "false consensus effect" in thinking that all brands today behave like innocent...

marketing/advertising used to be (and still very much is) about making you believe the product/service has more value than it actually does. and ion a reality of sharp decline in poison food and drinks brands will go on a very thin line to tell people what they want to hear.