Here's What 'From Concentrate' Really Means For Your Store-Bought Juice

Those who have frequented the juice section have likely noticed all kinds of labels, including everything from "100% natural" to "from concentrate." A storebought juice made from 100% natural juice is self-explanatory in that it's juice squeezed directly from the fruit it comes from with no additions such as colorings or preservatives. But is juice made from concentrate real juice, too? The short answer is yes, but it requires some explanation. 

"From concentrate" means juice that has had water removed for the purposes of vacuum sealing. Natural fruit juice is made up of nearly 90% water, so separating water from juice produces a syrupy substance that is vacuum-sealed and canned. When the syrup is reconstituted with water, it turns back into juice.

"From concentrate" storebought juices come in several forms. One of the most common is juice made from 100% fruit concentrate — meaning it's made from just fruit with most of the nutrients one would find in natural juice. Another form is drinks like fruit punch or fruit cocktail, which typically add sweeteners for better taste and are made from juice blends. The other common find at stores is concentrate powder, which can be added to water and other liquids.

For shoppers on a budget, "from concentrate" juices can be appealing because they're usually cheaper than natural juice. But how does juice "from concentrate" compare to fresh juice? Let's take orange juice as an example. As noted above, OJ made from 100% fruit concentrate is made from only fruit and, therefore, may taste very similar to fresh-squeezed orange juice.

Other juice mixes or blends may remove the pulp and vitamins from the juice, thereby affecting the taste. This is why to some OJ drinkers, the canned concentrate mixes taste noticeably different (some may even describe it as artificial) compared to natural orange juice.

Ultimately, the choice to buy "from concentrate" juice vs. fresh juice may come down to personal preferences on taste and how much sweetness one prefers in their favorite fruit drinks. Then again, others may avoid the debate all together and pull out their juicer to make fresh juice the old-fashioned way.