HEALTH IS DRIVING THE TREND IN JUICE
High pressure processing is reputed to preserve more of the flavor elements in juice, and fresher, true-to-fruit flavors may be an untapped opportunity that the coffee segment has highlighted, but juice has so far ignored. Europe also has taken up the trend with the UK, France, Spain, Austria and the Czech Republic making a strong showing in 2013.
To date, HPP juices and products using “cold-pressed” references have focused on purity and health benefits. No additives and preservatives, organic, GMO-free and all-natural are all included among the top 10 claims used on introductions between 2008 and September 2013.