July ended with good news for the Brazilian citrus sector. The government from the United States decided to exclude the national orange juice from the tariff hike, bringing a relief for the sector. The US market is dependent on the OJ from Brazil, which is responsible for circa 60 % of the total volume consumed in the United States.

The steep decrease in the US juice output over the last years, especially in Florida, reinforced the vulnerability of the US production chain. In this context, the 50 % tariff could lead to product scarcity, inflationary shocks and logistics disruptions, which led to the exclusion of the OJ from the list of products affected by the new tariff.

For Brazil, the exclusion represents the preservation of the competitiveness in its most important market and avoids income loss.

In general, this scenario may lead players to close new contracts involving 2025/26 oranges again, bringing liquidity to the market.

Evolution Fresh, a leading producer of organic, cold-pressed, premium juice products, announced that four of ist Real Fruit Soda flavours – Tropical Mango, Strawberry Vanilla, Lemon Lime, and Orange Squeeze – will now be sold in the U.S. at select Whole Foods Market locations. Each Evolution Fresh Real Fruit Soda is made with organic, freshly squeezed fruit juice, never from concentrate.

Earlier this year, Evolution Fresh disrupted the soda alternative sector by adding Real Fruit Soda to its portfolio of high-quality, cold-pressed beverages. Evolution Fresh Real Fruit Soda provides the same level of sweetness and bold taste that traditional soda has to offer, while touting a simple label.

Each product contains no added sugar and prebiotic fiber, probiotics, and antioxidant Vitamin C to help support digestive and immune health. With only 5 grams of sugar and 35 – 45 calories per can, Evolution Fresh Real Fruit Soda is also non-GMO, Gluten Free, Vegan, and Kosher.

According to data from NielsenIQ^*, functional beverage sales increased to USD 9.2 billion between March 2020 and March 2024, and the category is projected to reach USD 277 billion by 2033. As the demand for better-for-you beverages steadily rises, Evolution Fresh plans to continue driving consistent growth in the premium refrigerated beverage space with innovation like its Real Fruit Soda.

The 12 oz. cans of Evolution Fresh Real Fruit Soda can be found chilling in the beverage cooler at select Whole Foods Market stores in the U.S.

^*NielsenIQ Trend Report