A glass of orange juice or squeeze can fill the daily requirement of vitamin C; an orange-flavored beverage, on the other hand, can provide excess sugar and problematic additives.
One must choose carefully, as some labels seem almost designed to confuse consumers. Our market survey of 34 shelf products in Italy.
Juice, orange juice, orange-flavored drink. 34 products compared
As always, our analysis ranges between the brands of the leaders in the Industry Brand (IDM) and the Distributor Brand (MDD). Of the latter, we compare the private labels of large-scale retailers (Coop, Esselunga, Carrefour, Conad), discounters (Eurospin and Lidl) and their suppliers (Consilia).
The three types of products considered are juice, juice, and orange drink. We noted:
– origin of raw material, amount of sugar and vitamin C,
– for beverages also the ingredients, the amount of juice, and the possible presence of problematic substances,
– transparency in labels, in some cases potentially misleading.
1) Orange juice, the best.
Orange juice is the best product. 100% fruit subjected to a gentle treatment that better preserves the nutritional and organoleptic qualities of oranges. We examined 10 of them, including blondes and redheads. 4 are from Italian, Sicilian oranges, 6 from oranges from Spain and Morocco. Of the latter, two are produced abroad (Lidl in Germany, PepsiCo’s Tropicana in France).
Vitamin C stands out in juices for its natural presence and quantity, which is greatest in those of blood oranges (about 50 mg/100 ml) and still appreciable in those of blond oranges (about 35 mg/100 ml).
Organic is available and should be encouraged. Both for the health and immune system and for the neurobehavioral development of children, as noted. But also to foster a sustainable production system.
The characteristics of organic orange juice, as can be seen, overlap with those of conventional juices, except for the price.
1.1) Orange juice, a fresh product
‘Juice is fruit as is. The fruit is squeezed-or vacuumed-without any additions. It is frozen at -20 °C, a process that stabilizes the vitamins. It is then shredded and lightly pasteurized (as with fresh milk). In fact, it lives a maximum of 45 days. We have a ‘shirt’ plant, which transfers heat without direct contact between the fruit and the steam‘, explains Giorgio Monaco, director of ‘Campo dei fiori,’ the last company in northern Italy to package juices and produce juices even under its own brand name.
2) Orange juice from concentrate
Orange juice from concentrate, 100% fruit per European regulatory forecasts, ranks second in the ranking. The only ingredient is orange juice, which is extracted, refined, pasteurized, and concentrated by evaporation and in the country of origin. It is then reconstituted by adding water in the country of destination, where packaging takes place.
The origin of the fruit is never stated, as it is not Italian. Concentrate from blonde oranges comes mainly from Brazil and the U.S., the top producers, and Spain.
The price in the 7 products surveyed ranged from 0.74 to 1.57 euros per liter. Sugars vary between 7.5 and 9 grams per 100 ml (so 15-18 grams in a 200 ml glass).
Vitamin C is displayed in the nutritional table of only two products, under Zuegg and Esselunga brands, both with 24 mg/100 ml. The shelf-life can be up to six months.
3) Orange-flavored drinks
The fruit drink is the cheapest and least valuable product. Among the 11 examined, the price ranges from €0.69/liter at the Eurospin discount store to €1.58/liter for Santàl and Zuegg. less valuable, long shelf life (more than one year).
The basic recipe calls for water, orange juice from concentrate (in varying percentages), sugar, citric acid (or ascorbic acid), and flavorings (natural or synthetic).
Nutritional and organoleptic properties are affected by dilution of the juice with water and ‘correction’ with sugar, flavorings, coloring agents, sometimes even vitamin C.
3.1) Added sugars
Added sugars (sugar and/or glucose-fructose syrup) are not ideal for health(EFSA, 2022). And the total sugar contents, in the orange-flavored beverages examined, ranged from 8.7 to 12 grams per 100 ml.
In other words, the range is from 17.4 to 24 grams of sugar per glass, that is, from 3½ to almost 5 teaspoons of sugar-67 to 93 kcal-for a 200-mL glass.
The dyes added to blood orange drinks are mostly natural, carrot concentrates mostly. However, some colored products with problematic additives are reported.
3.2) Cochineal, the enemy dye of children
The dye E120 (carminic acid or cochineal), which is allergenic and suspected of promoting hyperactivity in children, is present in 3 blood orange-flavored drinks, Rauch Bravo (made in Austria, Hungary, and Serbia), Valfrutta, and Consilia.
This additive is obtained by squeezing an insect, the mealybug, a parasite of the cactus. It is prohibited in organic products and subject to an acceptable daily intake of 2.5 mg/kg body weight.
Attention should be paid to its presence in other products as well, such as Danone’s milk snacks Frùttolo Maxi Duo and Super Mario Yogoloso, as we have seen.
4) VAT per head
The price of juices, as the table shows, ranges from 2 to 3.70 euros/liter for reds, 2 to 5.76 for blondes. And compounding the price are taxes. In Italy, squeezed juice is taxed with VAT at 22%; it is considered a luxury product. In contrast, juices from concentrate and even fruit-flavored beverages with even controversial sugar and additives are taxed at 10 percent.
Tax policy is opposed to health policy and agricultural policy. With the result of taxing more the healthier product, often from Made in Italy oranges, and encouraging consumption of those subjected to intensive processing, from semi-finished products arriving from far away.
‘The misleading aspect in my opinion is to charge 22% VAT on the product on the market, instead of the cost. We see the effects now, with inflation galloping. If before 1 liter of juice for one euro was taxed for 22 cents, now it pays 33 cents for a price of 1.50 euro for the same liter of product‘, commented Giorgio Monaco.
5) Misleading labels
A final aspect worthy of attention is the casualness, an understatement, with which most beverage labels with juice and other ingredients are made.
5.1) Nature of the product?
Type of drink. Images of succulent oranges and evocations of ‘Orange’, ‘Blood Orange’ in large letters stand out on most of the labels of beverages that contain only some of it. Few take the trouble to inform the consumer, on the source of the package, about the nature of ‘beverage’ or ‘drink’ with oranges, as prescribed by reg. EU 1169/11 (Article 7.1.a). Done except for Carrefour, Coop and Consilia (whose recipe is not the best, with synthetic flavorings and the coloring agent E120).
For the avoidance of doubt, the food name preceding the ingredient list should be checked.
5.2) Origin of fruit, natural ingredients?
Origin of fruit. Indication of origin is prescribed for fresh fruit, but not also for fruit juices and other beverages containing it. Unless the operator claims the origin of the product (meaning the country of last substantial processing, e.g., ‘Produced in Italy‘) and it does not coincide with that of the primary ingredient. In such a case, pursuant to the reg. EU 775/2018, it is incumbent to communicate to the consumer the different origin or provenance of the raw material, in the same field of view and with equal prominence.
Therefore, the legitimacy of labels such as those of Valfrutta’s orange drink, where it boasts a relationship with ‘nature first hand…from Italian agricultural cooperative,’ is questioned if the juice is derived from imported raw materials. LIDL’s ‘Made in Italy‘ claim should also be checked.
Natural. Valfrutta’s soft drink evokes ‘nature first hand‘ with E120 dye and synthetic flavorings. Skipper and Santàl report ‘100% natural ingredients‘ on orange-flavored beverages that contain sugar, allegedly refined and not meeting ‘naturalness’ requirements. Good work to ICQRF and the Competition and Market Authority (Antitrust).
Marta Strinati and Dario Dongo