The ‘fresh juice’ myth

For years in order to give the impression of freshness and healthiness, juice companies have said their juice must be refrigerated. But in reality, no juice is actually fresh (unless it’s squeezed in front of your eyes) – by the time you see it in supermarket fridges your juice has already been squeezed, pasteurised and shipped from the warmer parts of the world, then pasteurised again, repackaged, stored in chilled warehouses and transported in refrigerated lorries to the supermarket.

Really, the only thing you need to keep your juice tasting great is airtight packaging. Chilled is a serving suggestion, not a storage necessity. All that energy used on refrigeration along the supply chain is completely unnecessary.

We’re still working on it

The great tasting juice we love will never be low impact, environmentally speaking.

Those pineapples and cranberries can really rack up the air miles, so unless we’re all going to give up juice for good, we have to accept it’ll never be perfect.

Removing refrigeration from the supply chain is a big step, but we‘ll always strive to do better, and will always be honest about our juice and its impact on us and our planet.