One of the top reasons shoppers buy JUICES is for their better-for-you attributes, Sarah Theodore, global drinks analyst at Mintel, Chicago, told Beverage Industry in January. For instance, many juice brands feature no-sugar-added claims or are fortified with vitamins and minerals, she noted. Almost half of U.S. consumers who buy 100 percent juices look for no-sugar-added varieties, according to Mintel’s January 2011 “Juice and Juice Drinks” report. And, 40 percent of people who buy 100 percent juices look for vitamin- or nutrient-enhanced formulations.
Last fall, The Coca-Cola Co., Atlanta, launched a new line of orange juices under the brand name Minute Maid Pure Squeezed. The line is available in four varieties: No Pulp 100 percent Orange Juice, No Pulp 100 percent Orange Juice with Calcium and Vitamin D, Some Pulp 100 percent Orange Juice, and Light Orange Juice Beverage with Calcium and Vitamin D.