The Juice Products Association has launched, a website dedicated to educating consumers about the science-backed health and nutritional benefits of 100 percent juice. The website is the primary element of the new Sip Smarter educational campaign that will span social media, digital content, influencer engagement and scientific research.

The goal of the Sip Smarter website is to provide a centralized, trusted source of information for consumers, health professionals, policy makers and journalists to address misinformation surrounding juice including rising confusion about natural and added sugars, the association says.

The Sip Smarter website includes an interactive “Find Your Juice Match” tool that allows consumers to discover potential health benefits associated with each type of juice. A collection of more than 60 recipes are available for using juice in low-fat marinades, flavorful salads, main dishes, side dishes and more, it says.

The website also provides information for policy influencers and health professionals including an extensive library of the latest peer-reviewed research on juice, and a Registered Dietitian toolkit.

“More than 80 percent of Americans do not eat the recommended amount of fruits and vegetables. One hundred percent juice is an easy, tasty way to incorporate more fruits and vegetables into your diet.” said Diane Welland, Registered Dietitian for Juice Products Association, in a statement. “We hope that the Sip Smarter website and campaign will educate consumers seeking facts about juice and inspire them to feel good about enjoying juice as part of a balanced diet.

“Research shows that people who drink 100 percent juice have higher intakes of whole fruit and a better overall diet quality compared with non-juice drinkers,” Welland continued. “We know that despite the positive science, there’s some confusion and criticism out there about juice. We want people to have easy access to science-backed information to address their questions, ranging from nutrition and health benefits to sugar content and processing.” BI