I just crushed my co-worker's preconceptions by informing him that no, "not from concentrate" orange juice is not in effect any different to a juice which is from concentrate.

When water is added back to the concentrate, the product is labeled "reconstituted" or "made from concentrate" and has the same nutrition profile as the original juice.
— "Juice up your diet", 11 Jun 2008, Peggy J. Noonan, CNN health

"It's a misconception that it's freshly squeezed from the groves of Florida," she said. Rather, it's often a heavily processed product. In the pasteurization process, it's heated, stripped of oxygen and flavor chemicals, then put in huge storage vats for up to a year. When it's ready for packaging, flavor derived from orange essence and oils is added to make it taste fresh. Each company has its own special flavor pack, but to call it natural at this point is a real stretch.
— "That not-from-concentrate orange juice? It's not so good for your budget", Jul 2009, John Ewoldt, Minneapolis Star Tribune

Fresh orange juice, on the other hand, is a totally different thing, and is both nutritionally better for you [Noonan 2008] and tastier [Ewoldt 2009] than either reconstituted or not-from-concentrate juices.


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