Brazilian orange juice exports in the current season (from July 2025 to March 2026) are virtually stable compared to the same period of the 2024/25 season, declining by just 0.3 %, according to Secex data. Revenue from international sales, however, fell by 27.1 %, reflecting lower prices this season.
Exports to the US have been maintaining the stability scenario. Between July 2025 and March 2026, the volume shipped to the country totaled 293.24 thousand tons, up 17.6 % compared to the previous season. Despite the higher volume sent to the US, revenue declined by 16.4 %, according to Secex data.
Shipments to the European Union, however, remain a concern for market players in Brazil. Although volumes increased by 49.3 % between February and March, totaling 36.9 thousand tons, this pace is not sufficient for exports in the 2025/26 season to reach the levels seen in the previous season.
According to the in-depth study published by Vyansa Intelligence, the Juice Market in the United States is projected to grow at a CAGR of around 1 % during 2026 – 2032. The market growth is primarily driven by sustained demand for natural and 100 % juice products, increasing health consciousness among consumers, and strong distribution through retail channels across the country.
United States juice market key takeaways
The United States Juice Market is estimated at around USD 24.97 billion in 2025 and is projected to reach approximately USD 26.78 billion by 2032, reflecting stable growth supported by consistent consumer demand and gradual product innovation.
By category, 100 % juice dominates the market with approximately 45 % share, driven by increasing consumer preference for natural, minimally processed beverages perceived as healthier alternatives to sugar-sweetened drinks.
By sales channel, the off-trade segment accounts for nearly 75 % of the market share, supported by strong presence of supermarkets, convenience stores, and growing online retail platforms.
More than 20 companies are actively engaged in the US juice market, indicating a competitive yet moderately consolidated landscape.
The top five companies collectively account for around 40 % of the market share, including Vita Coco Inc, Naked Juice Co, The Campbell’s Company, The Coca-Cola Company, and Tropicana Products Inc, among others.
Key factors driving the growth of juice market in the US
Rising demand for natural and 100 % juice products
The US juice market is primarily driven by a growing consumer shift toward beverages that offer perceived health and nutritional benefits. Increasing awareness of clean-label products, transparency in ingredient sourcing, and the avoidance of added sugars and artificial additives have significantly strengthened demand for 100 % juice. As a result, consumers are actively opting for products that are natural and minimally processed. In response to this evolving preference, manufacturers are expanding their portfolios with premium offerings, particularly not-from-concentrate juices, to align with the rising demand for quality and authenticity.
Strong retail distribution supporting off-trade sales
In addition to product preferences, the widespread availability of juice products across retail channels continues to play a crucial role in market growth. The dominance of off-trade channels, comprising supermarkets, hypermarkets, convenience stores, and online platforms, ensures high product accessibility and visibility. These channels offer a diverse range of options, competitive pricing, and convenient purchasing experiences, making them the primary point of sale for consumers. Furthermore, the rapid expansion of e-commerce and direct-to-consumer models is reinforcing retail-driven consumption, thereby strengthening the overall market landscape.
Product diversification and packaging innovation
Alongside distribution strength, continuous product innovation is further supporting market expansion. The US juice market is witnessing diversification across categories such as juice drinks, nectars, and fruit and vegetable blends, catering to a broader range of taste preferences and price segments. At the same time, companies are investing in advanced packaging solutions, including PET bottles, aseptic cartons, and portable on-the-go formats, to enhance convenience, extend shelf life, and improve product appeal. These innovations are enabling brands to remain competitive while addressing evolving consumer lifestyle needs.
Key challenge impacting the market growth
Mature market limiting high growth potential
Despite steady demand and ongoing innovation, the US juice market faces notable growth constraints due to its mature nature and high level of market penetration. Established consumption patterns limit opportunities for rapid expansion, while shifting consumer preferences toward low-sugar beverages, functional drinks, and alternatives such as flavoured water and plant-based beverages pose additional challenges. Moreover, increasing scrutiny regarding sugar content in beverages continues to impact traditional juice consumption. As a result, while the market remains stable, its overall growth trajectory is expected to be moderate in the coming years.
Transformative industry moves and functional innovation redefining the US juice landscape
The US juice market is witnessing a dynamic phase of transformation, driven by strategic investments, product innovation, and a growing focus on health-oriented beverages. In 2025, PepsiCo strengthened its position in the evolving beverage landscape by acquiring prebiotic soda brand Poppi for approximately USD 1.95 billion. This strategic move highlights a broader industry shift away from traditional high-sugar juice products toward functional, low-calorie, and gut-health-focused beverages, reflecting changing consumer preferences.
At the same time, legacy juice brands are re-entering the market with refreshed offerings. Odwalla, backed by Grupo Jumex, relaunched its portfolio in 2025 with a new range of smoothies and juices made from real fruit, free from added sugars and artificial ingredients. Packaged in glass bottles and Tetra Prisma cartons, these products are specifically designed to attract health-conscious consumers seeking clean-label and premium beverage options.
Further reinforcing this trend, Suja Organic expanded its product portfolio in 2024 by introducing ready-to-drink protein shakes. These beverages, formulated with plant-based protein sources such as pea, rice, and hemp, along with essential nutrients and functional ingredients like acacia fiber, mark the brand’s entry into the rapidly growing functional beverage segment. Collectively, these developments underscore a clear industry transition toward innovation, diversification, and alignment with evolving consumer health and wellness trends.
Market analysis by category and sales channel
By category, 100 % juice continues to lead the US juice market, accounting for approximately 45 % of the total share. This dominance is largely driven by its strong health perception, natural composition, and absence of added sugars or artificial ingredients, which align with evolving consumer preferences. Furthermore, its widespread availability across retail channels enhances accessibility and consumption. Within this segment, not-from-concentrate juices are gaining notable traction as consumers increasingly prioritise freshness, quality, and minimal processing. Meanwhile, juice drinks and nectars continue to appeal to price-sensitive consumers, offering affordable alternatives and a variety of flavours, thereby supporting overall market stability and sustained demand.
By sales channel, the off-trade segment dominates the US juice market, capturing approximately 75 % of the overall share. This leadership is primarily supported by the country’s extensive retail infrastructure, including supermarkets, hypermarkets, convenience stores, and rapidly expanding online platforms. These channels provide consumers with easy accessibility, diverse product offerings, and competitive pricing, making them the preferred point of purchase. Additionally, frequent promotions, discounts, and bulk purchasing options further enhance consumer engagement and drive repeat purchases. The continued growth of e-commerce and direct-to-consumer models is also strengthening retail sales, ensuring that off-trade remains the primary driver of juice consumption across the United States.
Major juice companies in the United States
Key companies contributing to competition and innovation in the market include:
A refreshing cold-pressed juice joins Suja’s Loves line, and a vibrant new wellness shot delivers prebiotics and probiotics to support gut health.
Suja Organic, a leader in organic cold-pressed juices and wellness shots in the US, announced the launch of two new innovations: Watermelon Love Cold-Pressed Juice, the newest addition to its fan-favourite Loves cold-pressed juice lineup, and Digestion Goldenberry Wellness Shot. Designed to meet ever-growing consumer interest in functional, organic beverages, both products highlight dynamic and thoughtfully selected ingredients that complement Suja’s existing portfolio.
Watermelon Love expands Suja’s Loves line-up – refreshing, cold-pressed juices known for craveable fruit flavours and functional ingredients. Alongside existing flavours Lemon Love, Ginger Love and Turmeric Love, Watermelon Love delivers a refreshing blend of watermelon, strawberry, dragonfruit and lemon with added probiotics. The 12-ounce cold-pressed juice contains 1 billion CFUs of probiotics per bottle, just 25 calories and no added sugar. An excellent source of antioxidant vitamin C, Watermelon Love offers a bright, sweet flavour profile that brings a bright new twist to the Loves family.
Joining Suja’s popular wellness shot lineup, Digestion Goldenberry is a bold new flavour featuring goldenberry, pear and ginger with probiotics and prebiotic fiber to support gut health. Lightly fruity with a subtle tartness, the shot is an excellent source of vitamin C. Goldenberry introduces a brand-new flavour to the wellness shot category and it is poised to be a hot new flavour trend, reinforcing Suja’s commitment to innovation within functional beverages.
Like all Suja Organic products, both new offerings are USDA Organic, Non-GMO Project Verified and made with plant-based ingredients. Suja’s cold-pressed juices and wellness shots are crafted using high-pressure processing (HPP) to help maintain quality and freshness.
Watermelon Love is available in the US at Kroger and Albertson’s, and Digestion Goldenberry is available in the US at Kroger.
Natalie’s Orchid Island Juice Company, part of the Perricone Farms family, announced the launch of its new Carrot Juice – a freshly handcrafted juice that joins the brand’s expanding lineup of premium, non-citrus offerings. The new carrot juice is now available in the US at all Wakefern/ShopRite locations across the Northeast and Mid-Atlantic.
Bottled in both 32 oz and 56 oz sizes, Natalie’s Carrot Juice is vegan, kosher, Non-GMO, and free from added sugars and artificial flavours. Crafted using a gourmet pasteurisation process, the juice preserves bright flavour and nutritional value while delivering the convenience and shelf stability trade partners and consumers expect.
“This launch is a direct result of listening to our retail partners and consumers,” said Ashley Sommer, VP of Marketing at Perricone Farms. “Customers told us they wanted a carrot juice with the ingredients and taste they trust from Natalie’s. Expanding beyond citrus into vegetable-forward offerings is a natural next step for the brand. And placing this product into Wakefern’s ShopRite doors makes it easy for shoppers to try and adopt it.”
Retail and foodservice buyers will find the product highly versatile: perfect for refreshing straight pours, mixer programs (mocktails and cocktails), and culinary applications ranging from glazes to soups and sauces. The juice’s clean profile also makes it an ideal ingredient for wellness programs and chef-driven menus that prioritize simple, traceable ingredients.
Natalie’s developed the carrot SKU in response to repeat retailer requests for a premium carrot juice that matches the brand’s high standards for sourcing and small-batch production. The new offering underscores the company’s strategic expansion into vegetable juices while maintaining the same farm-to-bottle care consumers expect.
Availability: Natalie’s 100 % Carrot Juice is currently available in the US at all Wakefern banners, including ShopRite, PriceRite, Brown, Village Supermarkets, Morton Williams and will appear in select additional grocery chains soon. The product is also available to purchase via natalies.com.
Premium cold-pressed juice and smoothie brand continues to innovate with on-trend sea moss gel ingredient, now in the wellness shot category
Arden’s Garden, a premium cold-pressed juice and wellness company in the US with 30-year roots in metro Atlanta, announced the launch of its newest wellness shot, Sea Moss Energy™. The new product expands on Arden’s Garden’s category-leading offering of sea moss gel products, including its best-selling Tropical Sea Moss Smoothie introduced in 2025.
Crafted with a combination of fruit juices and gel made from St Lucia Sea Moss, this low-calorie shot gives you the sustained energy and gut-friendly nutrients your body craves, naturally. Sea Moss Energy™ combines the familiar flavours of pineapple, passion fruit, and lemon with the mineral-rich nourishment of sea moss and smooth lift of green tea that doesn’t produce the crash of coffee. Each 2-ounce shot has just 40 calories and 106 milligrams of caffeine.
Arden’s Garden Sea Moss Energy™ retails for $2.99 per 2oz. shot and is available at all Publix locations.
About Arden’s Garden Arden’s Garden is a leader in cold-pressed juices, smoothies, functional shots, and better-for-you foods in the US. Founded in 1995 in Atlanta, Georgia by Arden Zinn, Arden’s Garden began with a vision to bring health and wellness to the Atlanta community through nutritious and accessible options. Over the last 30 years, what began with a single kitchen juicer has grown into a second-generation, woman-owned company with 19 brick-and-mortar neighborhood locations and an expanding retail presence across the Eastern United States and beyond. Rooted in juice and built with purpose, Arden’s Garden is proud to be a WBENC-certified business, Non-GMO Project Verified, and Kosher certified. Arden’s Garden products can be found in more than 3,000 retailers, corner cafés, and community markets including Publix, Whole Foods, Kroger, Roundy’s, Sprouts, and more.
Brazilian shipments of orange juice to the European Union increased in January, which raised expectations for further increases in following months. However, sales to the EU declined again in February, somewhat discouraging market participants. Although exports to the United States remain firm, demand from Europe still needs to increase to support shipments.
Up to the 2023/24 season, exports to all destinations typically surpassed 1 million tons. In the 2024/25 crop, however, shipments totaled 775.6 thousand tons, 22.7 % less than in 2023/24.
In the accumulated of the 2025/26 season (from July/25 to February/26), Brazilian shipments of concentrate orange juice (66° brix) were at 549.96 thousand tons, considering data converted into FCOJ, downing 3.8 % compared to that recorded in 2024/25. The income, in turn, was at USD 1.885 billion in the first eight months of the season, for a decrease of 27.1 % in the same comparison – data from Secex.
OJ exports to the European Union amounted 250.2 thousand tons from July/25 to February/26, decreasing 55.7 thousand tons in relation to that verified in the same period of the season before. In February alone, Brazil shipped 24.5 thousand tons to the EU, against 49.8 thousand tons in January. Brazil would have to export 35.5 thousand tons per month until the end of the season (over the next four months) to reach the volume shipped to the EU last crop (392.1 thousand tons).
Shipments to the United States amounted 256.1 thousand tons between July and February, 23 % more than that verified in the same period of the crop before.
New research reveals that 100 % orange juice provides a slower, more controlled rise in blood sugars than sugar sweetened drinks, challenging assumptions that all sugary drinks lead to similar blood sugar “spikes”.
The randomised controlled cross-over trial, published in the peer-reviewed journal Food & Function, involved 25 healthy young men who consumed four different drinks on separate days: 100 % orange juice, a 50 % orange juice drink with added sugars, a sugar-sweetened water drink and a pure glucose drink.
Researchers observed that, while pure orange juice and sugar-sweetened drinks can have the same overall sugar content, the body processes natural and added sugars differently thanks to the food structure.
100 % orange juice produced a slower rise – and lower “spike” – in blood sugars compared with the sugar-sweetened drinks – which were matched exactly to the balance of sugars in natural orange juice. While the rise and fall in blood sugars eventually evened out over two hours, the natural sugars from orange juice entered the bloodstream more gradually. This steadier absorption may help explain why some people experience a gradual feeling of energy after drinking 100 % orange juice, compared with the sharper “spike and dip” sometimes associated with sugar sweetened drinks.
Scientists think the difference comes down to structure. While soft drinks generally deliver sugar in isolation, 100 % orange juice contains what is known as a “fruit matrix” — the natural mix of tiny fibre fragments, plant bioactives, vitamins and minerals found in oranges and other whole fruit. This structure appears to moderate how quickly sugar enters the bloodstream.
Lead researcher, Professor Francisco A. Tomás-Barberán, of the Spanish National Research Council (CSIC), explained: “People often assume that because fruit juice contains natural sugars from the fruit, it must act in the same way as a sugary soft drink. Our findings clearly show this is not the case. “When sugars are consumed within the natural fruit matrix of 100 % orange juice, absorption is slower and the early blood glucose peak is lower. Food structure matters. “Although public health guidance often groups all “free sugars” together, our study demonstrates that sugars naturally present in fruit juice do not produce the same metabolic response as exactly the same sugars added to drinks.”
The concept of blood sugar spikes has become a hot topic, with influencers and some health commentators urging people to avoid rapid glucose rises.
Award-winning dietitian Dr. Carrie Ruxton commented: “People are now so worried about ‘sugar spikes’ that some are using wearable technologies, like glucose monitors, to test their reaction to different foods and drinks. While I don’t think this is helpful unless recommended by a doctor, it’s reassuring to know that 100 % orange juice is better for blood glucose control than other types of sweet drinks. “Even with the same overall sugars, the natural fruit matrix of 100 % orange juice slows down absorption creating a more gradual rise in blood glucose levels. That could mean more sustained energy levels after your morning glass juice. The fruit matrix in 100 % juices also delivers vitamin C for immune function and skin, potassium for blood pressure and a range of fruit bioactives for mental function and cardiovascular health”.
The open-access study is available to view in full.
Spindrift Beverage Co., Inc., a beverage brand made with real squeezed fruit, launched Spindrift® Tea, a line of non-carbonated iced teas made with real brewed tea and real squeezed fruit. The launch extends Spindrift’s commitment to beverages made without ultra-processed shortcuts, and as the only beverage brand with the full portfolio verified under the Non-Ultraprocessed Food (Non-UPF) Standard.
While tea is one of the most consumed beverages in the world, much of the ready-to-drink aisle remains driven by sugars and non-sugar sweeteners, while products with real squeezed fruit account for less than 1 % of the category. By pairing real brewed tea and fruit, Spindrift sets a new standard for ready-to-drink tea delivering brighter flavour and a naturally balanced, easy-to-enjoy alternative to traditional sweet tea.
Spindrift Tea, the first release from the brand’s Ventures Lab, is the result of three years of development and brings together custom-brewed black and green tea blends with fruit sourced from trusted growing regions and long-standing farm partners:
Lemon Black Tea – brewed black tea with California lemon juice and crisp apple
Blood Orange Black Tea – black tea layered with vibrant blood orange and citrus notes
Raspberry Black Tea – black tea blended with Pacific Northwest raspberries
Peach Green Tea – green tea with sun-ripened Pacific Northwest peaches
To achieve the right balance between the tea and fruit, Spindrift partnered with one of North America’s largest leaf tea importers to develop custom black and green tea blends sourced from 16 global origins, including China, India, Indonesia, and Argentina. The proprietary blends were designed specifically to complement real fruit ensuring both ingredients shine in every sip. Select flavours include a small amount of organic agave for a naturally ‘slightly sweet’ taste.
Spindrift Tea is now available on Amazon and Drinkspindrift.com and launches in select retailers in the US beginning March 2026, with expanded distribution throughout the year. The line will be available in 12oz cans in 6-packs and variety packs.
About Spindrift Beverage Co. Spindrift Beverage Co., Inc. is challenging people’s expectations of how good a beverage can be. Founded in 2010 on the belief that the best tastes come directly from nature, Spindrift is the only sparkling water in America made with real squeezed fruit. Real fruit tastes better®, that is the Spindrift difference. Every Spindrift product is crafted to celebrate the aroma, texture, and taste of real squeezed fruit — never from concentrate — in every sip. Spindrift® Sparkling Water is available in the US, and Spindrift® Soda and Spindrift® Tea are available in select retailers and online. The company donates to environmental not-for-profits through membership in 1 % For the Planet. Spindrift is headquartered in Newton, Mass (USA).
Market summary
According to the Growth Market Report by Growth Market Reports, the global fruit beverages market size reached USD 156.4 billion in 2024, registering a robust growth trajectory. The market is expected to advance at a CAGR of 5.7 % from 2025 to 2033, propelled by shifting consumer preferences and the rising demand for healthier drink alternatives. By 2033, the fruit beverages market is forecasted to achieve a value of USD 256.4 billion. This sustained expansion is primarily driven by increased health consciousness, innovation in flavours and packaging, and expanding distribution networks.
Introduction: beyond just a refreshment
The global fruit beverages market is no longer confined to simple orange juice cartons or seasonal mango drinks. It has evolved into a dynamic ecosystem of nutrition, lifestyle branding, technology, and sustainability. Today’s fruit beverage is not just about taste – it represents health aspirations, convenience culture, and environmental responsibility.
From street vendors in tropical countries to premium cold-pressed juice bars in metropolitan cities, fruit beverages have become a universal language of refreshment. This article explores how this market is transforming and what makes it one of the most resilient segments in the global food and beverage industry.
Understanding the fruit beverages market
What qualifies as a fruit beverage?
Fruit beverages include a broad spectrum of products derived from fruits, either fully or partially. These include:
100 % fruit juices
Fruit nectars
Juice concentrates
Fruit-based carbonated drinks
Smoothies
Ready-to-drink (RTD) fruit blends
Functional fruit beverages enriched with vitamins, minerals, or probiotics
The diversity of product types allows companies to cater to various income groups, taste preferences, and health expectations worldwide.
Global demand drivers
Health consciousness is reshaping consumption
Consumers globally are becoming more ingredient-aware. Artificial flavours and synthetic sweeteners are losing favour. Instead, shoppers are checking labels for:
“No added sugar”
“Not from concentrate”
“Cold-pressed”
“Organic certified”
Fruit beverages are perceived as natural sources of vitamins, antioxidants, and hydration. Even in developing economies, awareness of nutrition is influencing purchasing decisions.
Urbanisation and on-the-go lifestyles
Fast-paced urban lifestyles have increased demand for convenient nutrition. Single-serve packs, resealable bottles, and portable cartons have gained popularity. Busy professionals and students prefer grab-and-go options that combine taste with energy and hydration.
Rising middle-class spending power
In emerging economies across Asia, Africa, and Latin America, rising disposable incomes are driving demand for premium fruit beverages. Consumers are experimenting with exotic fruit blends such as pomegranate-blueberry or dragon fruit-mango combinations.
Market segmentation insights
By product type
100 % Juices: Premium positioning, often associated with purity and wellness.
Nectars and Juice Drinks: More affordable options, appealing to price-sensitive consumers.
Functional Fruit Beverages: Enriched with immunity boosters, probiotics, or plant-based proteins. This segment is witnessing rapid growth globally.
By distribution channel
Supermarkets and hypermarkets
Convenience stores
Online retail platforms
Foodservice and hospitality
Direct-to-consumer (DTC) subscription models
E-commerce has particularly boosted niche and organic brands, allowing smaller players to compete with multinational corporations.
Innovation: the heart of market expansion
1. Cold-pressed technology
Cold-pressed juices preserve nutrients by avoiding heat pasteurisation. Though premium priced, they attract health-focused consumers willing to pay more for perceived benefits.
2. Plant-based and hybrid blends
Fruit beverages are increasingly blended with plant-based ingredients such as oat milk, almond milk, and coconut water. These hybrids appeal to vegan and lactose-intolerant consumers.
3. Functional fortification
Brands are adding:
Vitamin C for immunity
Collagen for skin health
Adaptogens for stress relief
Electrolytes for hydration
This crossover between fruit beverages and nutraceuticals is blurring traditional market boundaries.
Sustainability: a competitive differentiator
Environmental consciousness is influencing purchasing decisions globally. Companies are focusing on:
Recyclable packaging
Reduced plastic usage
Carbon-neutral production
Ethical fruit sourcing
Sustainable farming partnerships and transparent supply chains are becoming strong brand positioning tools.
Challenges facing the market
1. Sugar Content Concerns
Even natural fruit sugars are under scrutiny. Governments worldwide are imposing sugar taxes and labeling regulations, pushing manufacturers to reformulate products.
2. Supply chain volatility
Climate change affects fruit yields, causing price fluctuations. Weather unpredictability directly impacts raw material availability.
3. Competition from alternative beverages
Energy drinks, flavoured waters, kombucha, and plant-based protein drinks compete for shelf space and consumer attention.
Emerging trends to watch
Personalised nutrition
Customised fruit beverages based on age, fitness goals, or dietary preferences are gaining traction. Subscription-based personalised juice programs are expanding in urban markets.
Local and exotic fusion flavours
Global consumers are experimenting with international fruit flavours such as lychee, guava, passion fruit, and acai. Cross-cultural blends are increasing product differentiation.
Smart packaging
QR codes that provide traceability information about fruit origin, farming practices, and nutritional benefits are enhancing consumer engagement.
Competitive landscape
PepsiCo, Inc.
The Coca-Cola Company
Nestlé S.A.
Tropicana Products, Inc.
Dr Pepper Snapple Group, Inc.
Del Monte Foods, Inc.
Parle Agro Pvt. Ltd.
Britvic plc
Ocean Spray Cranberries, Inc.
Suntory Holdings Limited
Dole Food Company, Inc.
The Kraft Heinz Company
Welch Foods Inc.
Refresco Group N.V.
Cott Corporation
Nongfu Spring Co., Ltd.
Asahi Group Holdings, Ltd.
Unilever PLC
Hershey’s (through its fruit beverage brands)
Minute Maid Company (a subsidiary of Coca-Cola)
Future outlook: a market with resilient growth
According to our Growth Market Report, The fruit beverages market is expected to maintain steady global growth driven by health awareness, product innovation, and expanding retail penetration. While regulatory pressures and climate challenges remain concerns, innovation in processing and packaging will support long-term sustainability.
Consumers are increasingly seeking beverages that align with their lifestyle values—health, convenience, authenticity, and environmental responsibility. Fruit beverages, with their natural appeal and adaptability, are uniquely positioned to meet these expectations.
FOODEX JAPAN 2026, the 51st international food and beverage exhibition, will take place from 10–13 March 2026 at Tokyo Big Sight. As one of Asia’s most established industry platforms, the event brings together beverage manufacturers, retail and private brand developers, foodservice operators and trading companies from across the region.
Japan remains one of the world’s most sophisticated beverage markets. While overall market growth is moderate, value creation is driven by premiumisation, hybrid concepts and health-conscious reformulation. At the same time, manufacturers face increasing raw material price volatility, weather-related crop instability, geopolitical supply risks and rising logistics costs. Stable sourcing models and long-term supply reliability have therefore become central strategic priorities.
Against this backdrop, Döhler will present its portfolio of juice concentrates, NFC juices, purées and integrated ingredient systems at stand S4-H33, demonstrating how global sourcing strength and application expertise translate into reliable, market-ready beverage solutions for Japanese customers.
Focus at FOODEX JAPAN 2026
At FOODEX, Döhler will highlight beverage concepts that reflect current category dynamics in Japan, including energy drinks, café-style frappe concepts, non-alcoholic beverage alternatives and hybrid combinations such as Coffee + Juice and Tea + Juice:
Energy Drink Concepts combine clean flavour profiles with balanced sweetness and stability optimisation, supporting both mainstream and functional positioning without compromising taste precision.
The Frappe Concept delivers rich mouthfeel and indulgent texture with reduced sugar, addressing the growing demand for café-style beverages in ready-to-drink and foodservice formats.
A Non-Alcoholic Beverage Concept demonstrates how aroma depth and flavour layering can create adult taste experiences without alcohol, meeting the continued trend towards alcohol-free consumption.
Hybrid developments such as Coffee + Juice and Tea + Juice highlight emerging cross-category opportunities. By harmonising fruit acidity with roasted coffee notes or enhancing tea with natural fruit sweetness, these concepts create distinctive yet balanced flavour profiles aligned with Japanese sensory expectations.
Ingredient systems for Japanese consumer expectations
Across all showcased applications, the emphasis lies on integrated solutions rather than single ingredients: combining premium raw materials with formulation expertise for stability, sugar optimisation and balanced flavour profiles. Each concept illustrates how global juice sourcing and technical application know-how can be adapted to Japanese taste expectations and manufacturing requirements.
All solutions are designed to support manufacturers in supply stability and diversified sourcing, efficient processing as well as accelerated and lower-risk new product development. “Japan’s beverage industry demands precision and reliability at every level – from sourcing to sensory performance,” says Zaihan Qiu, Country Managing Director, Döhler Japan. “At FOODEX JAPAN 2026, we are demonstrating how our global juice network and integrated ingredient systems support manufacturers in developing successful beverages.”
Wonder Juice™, an innovative leader in bold, nutrient-packed cold-pressed juices in the US, announced the launch of two exciting new Wonder Green flavours – Clean Green and Veg8 & Cayenne – expanding the brand’s growing portfolio of functional, flavour-forward juices designed to make everyday wellness delicious and accessible.
Developed for today’s health-minded consumer seeking both taste and performance, the new flavours bring fresh energy and versatility to the Wonder Juice lineup, offering options for daily detox support, sustained energy, and adventurous palates. The new Clean Green and Veg8 & Cayenne flavours are rolling out now at select retailers in the US and online at WonderJuice.com.
Clean Green
A crisp, refreshing green blend that delivers plant-powered nutrition with bright, approachable flavour. Clean Green is crafted for daily wellness routines, offering a smooth and revitalisng profile that supports cleansing and hydration. Key ingredients include: Kale, spinach, green apple, cucumber, lemon, ginger
Veg8 & Cayenne
Bold and invigorating, Veg8 & Cayenne layers hearty vegetables with a touch of spice for consumers who crave complex flavour and functional benefits. The cayenne adds gentle heat while complementing the natural sweetness of the vegetables. Key ingredients include: Carrot, beet, celery, cucumber, red pepper, tomato, cayenne, lemon.
About Wonder Juice Crafted with 100 % cold-pressed organic juices, Fair-Trade certified and non-GMO ingredients, and no added water or sugar, Wonder Juice™ redefines what it means to drink healthfully. Wonder Juice™ continues its mission to set a higher standard for sustainable, nutritious beverages – packaged exclusively in 100 % recyclable glass bottles. The Wonder Green Line joins the Wonder Juice collection, which features three unique lines – Wonder Beet, Wonder Melon, and Wonder Lemon – offering 11 vibrant varieties.
As the Milano Cortina 2026 Winter Olympics continue, a study highlights that cloudy apple juice can be a simple, effective recovery drink for those training or competing in cold, high-intensity environments.
The peer-reviewed study, published in the international journal Nutrients, found that while added sugars can have a negative impact on the intestinal barrier after exercise, the naturally occurring sugars and polyphenols (plant compounds) found in fruit juice seem to support a more balanced recovery.
These findings are particularly relevant for winter sports athletes, where cold weather can put extra stress on the body, affecting muscles, gut health, and immune function.
While it’s common to reach for a sugary sports drink during or after exercise, scientists have known for some time that added sugars can cause problems with the intestinal barrier – a critical part of our immune defence. A leaky intestinal barrier can lead to harmful bacteria crossing from the gut into the blood, which stimulates inflammation. This, then, increases the risk of overtraining syndrome and metabolic conditions such as endotoxemia, where the body has a toxic reaction to bacteria.
The study, led by Prof Dr Dr Patrick Diel, was set up to find out whether fruit juices caused the same inflammatory effect as sugar-sweetened drinks.
The researchers looked at the gut health of athletes before and after an ultramarathon. They compared the impact of drinking diluted cloudy apple juice with a test drink that mimicked a typical sugary sports drink. This contained identical amounts of sugar but not the polyphenols and other fruit complexes naturally found in juice.
The researchers found that, while both exercise and sugars can disrupt the intestinal barrier, the natural compounds found in fruit juice eased these effects*. Athletes who drank the cloudy apple juice after the race recovered their intestinal barrier function more quickly than those who drank the sugar-sweetened test drink1.
Another part of the study on amateur athletes found that drinking diluted cloudy apple juice after running influenced a protein called CD14, suggesting that the juice supported the body’s immune system.1 Furthermore, the study showed that athletes who drank fruit juice reduced their stress markers more quickly compared with those who drank the sugar-sweetened test drink.
Award-winning dietitian, Dr Carrie Ruxton, said: “For those training in cold weather or feeling inspired by the Winter Olympics, our bodies need healthy carbohydrates to recover properly after exercise, particularly in harsher conditions. In light of these findings, I would encourage athletes, fitness enthusiasts, and casual gym-goers to add around 150 ml of cloudy apple juice to their sports bottle and top it up with tap water for a low-cost and effective sports drink. Not only will this mixture keep us hydrated, but it also provides energy-giving natural sugars and polyphenols to promote optimal recovery.”
As with any dietary change, it is important to drink juice in moderation and as part of a balanced diet. However, these studies suggest that when it comes to supporting the body after a winter Olympic-inspired workout, cloudy apple juice is the perfect health hack.
1Valder, S. et al. Effect of Sugar- and Polyphenol-Rich, Diluted Cloudy Apple Juice on the Intestinal Barrier after Moderate Endurance Exercise and in Ultra-Marathon Runners. Nutrients 2024, 16, 1353. https://doi.org/10.3390/nu16091353
Heavy rains in January affected the citrus market, especially the in natura segment. High humidity increased the incidence of fungus on trees, leading fruits to drop and affecting the quality. Part of the production that is sent to the industry ends up lost, while another share hits the market with low quality, pressing down quotations in a scenario of high supply.
In spite of the high humidity, January ended with relative stable prices of pear oranges for the industry. Players say that processing activities have been reducing gradually in some units in São Paulo, while other have directed part of their capacity to crush the tahiti lime.
The price average in January was at BRL 37.17 per 40.8-kilo box, stable in relation to December (BRL 37.05/box).
As for the tahiti lime, the high supply continues to press down values. Players surveyed by Cepea say that, due to low quotations verified in previous weeks, producers keep fruits on trees for longer, and they are likely to fall.
The price average for the tahiti lime is at BRL 22.97 per 27.2-kilo box in the last week of January, downing 9 % compared to that in the period before. Quotations for the fruit to export were at BRL 26.71 per 27.2-kilo box, for a decrease of 8 %.
China’s WakeFresh chooses Quintus press for unmatched throughput and reliability
A model QIF 600L high pressure processing (HPP) press from Quintus Technologies will support the ambitious expansion plans at China’s rapidly growing WakeFresh. In just five years the company has rapidly become the country’s largest HPP ready-to-drink product manufacturer. Reflecting this rapid growth, the next-generation Quintus press – the world’s largest HPP system – sets new standards in productivity, delivering unmatched throughput, high reliability, and lower per-unit costs for the dynamic Shandong Province-based beverage processor.
With its wide assortment of premium HPP fruit and vegetable juices and cold brew teas already enjoying broad popularity across China, WakeFresh is upgrading its operations to accommodate the demand.
“WakeFresh is currently the largest HPP ready-to-drink product manufacturer in China, and we are facing strong order growth alongside capacity constraints,” relates Tommy Tang, Executive Vice Dean of the WakeFresh Innovation Research Institute. “Based on R&D and intelligent manufacturing, WakeFresh has laid out three strategic production bases in Shandong, Anhui, and Chongqing, with a total construction area of 160,000 square meters. WakeFresh is investing in HPP equipment with high safety standards and large production capacity.
“Quintus has extensive experience in HPP equipment manufacturing,” Mr. Tang continues. “The QIF 600L delivers unparalleled production efficiency and will help WakeFresh become one of the world’s largest HPP factories with the highest production capacity and highest standards.”
High Pressure Processing is a non-thermal food preservation method that uses high isostatic pressure to inactivate foodborne pathogens and spoilage microorganisms. By using cold water and pressure rather than heat, HPP extends shelf life and ensures food safety while maintaining fresh taste, texture, and nutritional quality.
The QIF 600L has a processing capacity of 4,150 kg (9,140 lbs) per hour. Its 47 cm (18.5 inch) pressure vessel diameter, the largest in the industry, offers a 600-litre cycle capacity for improved load efficiency. Built for operational excellence, it combines advanced design and smart monitoring to maximize uptime, streamline operations, and support high-volume production with consistent quality.
In addition to the press’s unmatched productivity and cost benefits, WakeFresh selected to partner with Quintus because of its best-in-class service program, Quintus® Care. Backed by “a professional team in China that provides comprehensive support,” notes Mr. Tang, WakeFresh’s five-year Quintus Care agreement ensures a smooth turnkey installation, application support, high availability of spare and wear parts, and prioritized technical support. It also includes annual press inspections, training, and recertification of WakeFresh personnel to maintain and elevate their skills.
Through long-term collaborations between industry, academia, and research institutions, including China Agricultural University and Shandong Agricultural University, WakeFresh will in the future continue to uphold the corporate mission of “more natural, more nutritious, and fresher,” with the vision of “becoming a leader in the HPP health drink industry,” relying on scientific and technological empowerment and ingenuity to create a road of trust from China’s pastoral to the global table, and write a new chapter for Chinese health drink enterprises to go global.
“WakeFresh’s rapid growth and leadership in China’s HPP beverage market clearly demonstrate the strong momentum behind high pressure processing globally,” says Johan Hjärne, CEO of Quintus Technologies. “The selection of our QIF 600L – the world’s largest HPP press – reflects WakeFresh’s commitment to operational excellence, reliability, and sustainable growth. We are proud to support their continued expansion and ambition to set new benchmarks for premium HPP beverages in China.”
The press will be installed at the WakeFresh site in Anhui Province in April 2026.
Malibu announced the release of Malibu Pink, a bold and bright new flavour innovation that proves summer energy can be served up 365 days a year. Bursting with the fruity flavour of guava, pineapple, and coconut and a playful pink colour, this new release is bringing a fresh twist to the rum aisle.
This new expression features guava at its heart, complemented by pineapple and Malibu’s signature coconut for a tropical taste. As exotic flavours like guava transition from specialty to mainstream1, Malibu Pink delivers an on-trend spirit. Whether mixed with lemonade or enjoyed as a shot, Malibu Pink offers a sun-soaked experience in every sip. Later this spring, Malibu will release a new pink-drenched campaign alongside activations and partnerships to put a playful twist on Malibu’s Do Whatever Tastes Good ethos.
“Malibu has always been the go-to drink for those seeking a tropical and exotic experience. With the launch of Malibu Pink, we’re pairing familiar favourites like coconut and pineapple with new guava-led notes as the next evolution in tropical flavour transporting summer-seekers on a new adventure,” said Saragh Killeen, US Brand Director, Malibu.
Malibu Pink joins Malibu’s portfolio of vibes-inducing drinks including Malibu & Dole Ready-to-Drink Cocktails. This juicy collaboration hit shelves January 2026, putting the summer mindset year-round in a new convenient format. The Malibu & Dole Ready-to-Drink cocktails are inspired by the #1 way people enjoy Malibu2 and bring together the coconut essence of Malibu with real rum, real pineapple juice from Dole, crisp sparkling water and other natural flavours for a tropical and refreshing taste. This new variety 8-pack includes 4 juicy flavours: Pineapple, Pineapple Mango, Pineapple Strawberry and Pineapple Dragon Fruit. This new range has only 130 calories per 12oz can and is free from artificial sweeteners or colours.
1Uren | 2026 Flavour Trends to Watch 2IWSR 2023
2026 tends to be one of the most challenging year for the citrus sector in Brazil. Although the 2025/26 crop presents a good volume of production, close to 300 million boxes of 40.8-kg, this potential has been partially affected by the high rate of fruit droppage, due to greening and citrus canker, in addition to unfavorable weather conditions in important developmental stages.
At the same time, the demand for orange juice is low in Europe, hindering trades of the commodity in current price levels. As the pace of trades is slow, juice stocks tend to increase at processing companies, reducing the need of the industry to buy new fruit loads. Therefore, the competition between juice sellers and purchasers intensifies, while the industry is more careful about purchases.
A possible recovery of the OJ consumption tends to be gradual. Price drops to final consumers progress slowly, and the demand in the Northern Hemisphere tends to be more limited, due to the winter period. Therefore, in the summer 2026, the demand may increase again, favoring a reaction in OJ sales and in the consumption of inventories.
Concerning oranges, the 2025/26 season is likely to finish with a volume that is slightly lower than 300 million 40.8-kg boxes in the citrus belt of São Paulo and Triângulo Mineiro. Still, the crop has been leading to a recovery of inventories, since it presented high-quality fruits. As for the 2026/27 season, greening and citrus canker concern producers, boosting production costs and limiting productivity gains.
As for the development of the 2026/27 crop, the heterogeneous weather among regions tends to result in distinct conditions in producing regions.
Technologically, fruit juice companies are operating at peak precision: advanced extraction, aseptic filling lines, and automated processes ensure high-quality production that meets strict retail standards. Yet, beneath the surface, an unseen erosion is threatening competitiveness – the silent loss of motivation among employees.
Between relentless margin pressures, increasing documentation demands, and seasonal peaks, the energy and loyalty of teams are slowly draining. While companies focus on output, scrap rates, and raw material prices, they often neglect the critical “soft factors” that directly influence quality, delivery stability, and innovation potential. Leadership habits, transparent communication, and genuine appreciation are increasingly becoming the hidden levers of success.
The numbers are alarming: only 16% of food industry employees feel emotionally attached to their employer (Gallup, 2023). This detachment translates into hard costs – from lower productivity and higher absenteeism to costly staff turnover. For a mid-sized company with approx. 200 employees, these “invisible” losses can amount to over €1.7 million annually.
But there’s hope. Companies that systematically address leadership, transparency, and appreciation report measurable improvements: reduced turnover, higher productivity, and more innovation. Practical, cost-effective steps like open shift meetings, visible recognition systems, and lean digital tools can transform workplace culture and boost results.
The fruit juice industry’s challenges – seasonality, audit pressures, and retail demands – make cultural investment not a luxury but a necessity. Success lies in treating “soft factors” as hard production levers. The future will belong to companies that balance technical precision with human connection, fostering environments where employees feel valued, motivated, and empowered to innovate.
Now it is time to heal the silent breakdown – and secure a competitive edge for the future.
Read the detailed article ‘The silent break: Why soft factors are bleeding the fruit juice industry dry – and how companies can take cost-effective countermeasures’ by Dörte Thiel in the January issue of FRUIT PROCESSING (publication date 23 January 2026)!
A zero-pressure January challenge where getting started is rewarded with Welch’s Zero Sugar Juice and a chance to win prizes
Welch’s, an iconic leader in the fruit-based food and beverage industry in the US, is teaming up with Strava, the leading digital platform for active adults with more than 180 million users, to launch the first-ever Welch’s Zero-K Challenge. Running through January 28, the challenge is built around one simple, powerful idea: starting somewhere.
The start of a new year often comes with big resolutions and even bigger pressure to stick with them. Welch’s is flipping that narrative. Powered by Welch’s Zero Sugar Juice, a line bursting with bold, real fruit flavour, the Zero-K Challenge celebrates new beginnings without the stress of finish lines, distances, or expectations. Zero sugar. Zero pressure. Zero expectations.
Instead of focusing on miles logged or goals crushed, the Welch’s Zero-K Challenge recognises the determination it takes to simply get started. Whether it’s a short walk, a stretch break, or a dance session in the living room, every movement counts.
“With the Zero-K Challenge, we’re meeting people exactly where they are,” said Andrew Hartshorn, Chief Brand and Innovation Officer at Welch’s. “Big goals often start with small changes, whether that’s moving your body for a few minutes or cutting back on sugar in a way that still tastes great. Our Zero Sugar juices make it easier to take that first step, delivering bold, real fruit flavour with zero sugar, and this challenge is about celebrating progress over perfection.”
Until January 28, Strava users can join the Welch’s Zero-K Challenge and log any activity of any duration or intensity. Hosted within the free and easy-to-use Strava app, the Zero-K Challenge makes it simple for anyone to participate. The Zero-K Challenge welcomes athletes, aspiring athletes, and everyday movers alike, making movement feel accessible to all.
Everyone who completes the challenge by logging a qualifying activity will receive a coupon for one Welch’s Zero Sugar beverage, valued up to $5.99 and redeemable at select retailers. Participants will also be entered for a chance to win one of 50x grand prize kits, which include custom Welch’s gear and Welch’s Zero Sugar Juices, a three-month Strava membership, adidas Adizero shoes, an Igloo Day Chiller backpack, a JBL Clip 5 speaker, a yoga towel, and more.
As the festive season approaches, new research reveals a major shift in how young adults plan to navigate the most indulgent time of the year – with many swapping late-night excess for drinks with health benefits and wellness-first habits.
A new survey shows that Gen Z are increasingly prioritising their health over festive partying. More than half (52 %) of those aged between 18 and 24 say they plan to drink less alcohol than usual over the holidays specifically to stay healthier, compared to less than a third (30%) of baby boomers, signalling a shift from previous generations’ behaviour.
Instead of opting for festive tipples, younger generations are turning to functional and non-alcoholic drinks (55 %), favouring options enriched with the vitamins and minerals their body needs to stay hydrated (66 %).
Younger adults are also embracing new health-focused habits in the run-up to Christmas. Half of Gen Z are more likely to try new wellness trends during the festive build-up, from the 12-3-30 treadmill workout to structured challenges like 75 Hard.
But despite their best intentions, many admit the season still takes a toll. Over half of 18–24-year-olds (53 %) struggle to maintain a healthy lifestyle during December, citing rich food, social plans, and disrupted routines.
Despite drinking less overall, the reality of December socials still hits hard as 42 % of 18-24-year-olds expect to take at least one day off work due to a hangover.
For those looking to balance out the indulgence during the festive period, leading nutritionist Dr Carrie Ruxton shares three healthy swaps.
Non-alcoholic drinks with a functional twist: “If you want to switch out a glass of fizz for something alcohol-free, try mixing orange juice with sparkling water and fresh herbs, such as Rosemary sprigs or Mint leaves. Rich in essential nutrients like vitamin C, folate and potassium, which support energy and immune function — 100 % orange juice is perfect for keeping up with busy festive schedules.”
Smarter post-workout recovery: “During the winter months, post-workout recovery should include both hydration and nutrition. A combination of fast-digesting carbs (like a banana or honey) and protein (such as a protein shake or a small meal) is ideal for replenishing glycogen stores and promoting muscle recovery. Adding a pinch of salt to your post-workout meal can help with electrolyte balance.”
Gentle hangover-morning nourishment: “While there’s no miracle hangover cure, focus on food and drinks that help to replenish the body. A balanced breakfast with wholegrains and fruit are simple ways to ease back into the day.”
Tetra Pak, in collaboration with García Carrión, unveiled the first-ever use of its paper-based barrier technology for juice packaging. This innovation in sustainable food packaging solutions marks a significant step towards reducing reliance on fossil-based materials, with the new packaging material now being rolled out across multiple markets.
World-first aseptic carton with paper-based barrier for the juice category
Tetra Pak, together with leading Spanish beverage producer García Carrión, has launched the Tetra Brik® Aseptic 200 ml Slim Leaf carton featuring a paper-based barrier for juice, under the flagship Don Simón brand. This is the first juice portion pack globally to use the innovative barrier and the first such package available in Spain.
Made with up to 80 % paper, the packaging reinforces its sustainability credentials. The combination of the paper-based barrier with plant-based polymers used in the packaging material coatings, pushes the renewable content to a remarkable 92 %, while reducing the carbon footprint by 43 % compared with an aseptic package that uses aluminium foil layer, as verified by the Carbon Trust1.
“We are proud to lead the way in sustainable packaging for the juice category. For more than 135 years, García Carrión has been committed to responsible innovation and respect for the environment,” said Don José García Carrión, President of García Carrión. “This innovation supports our mission to reduce environmental impact while offering high-quality products to our consumers”, added Fala Corujo, Vice President of García Carrión.
For García Carrión, this packaging solution represents a new industrial application of its 360° Sustainability Strategy, recognised with the Factories of the Future Award 2024 for Excellence in Sustainability and Circular Economy.
Tatiana Liceti, Executive Vice President, Packaging Solutions at Tetra Pak commented: “This launch represents a significant step in our journey towards fully renewable and recyclable packaging. By working closely with our customers, we’re proving that sustainable innovation can scale across markets and categories, while ensuring packaging retains its functionality and quality.”
What is the paper-based barrier?
Tetra Pak’s paper-based barrier is a breakthrough in aseptic carton design. It replaces the traditional aluminium foil layer with a renewable, paper-based barrier, promoting the shift from a fossil-based material to a low-carbon, renewable alternative and reducing package’s carbon footprint. Together with other layers in the packaging, the paper-based barrier protects against oxygen, light, moisture and bacteria ensuring food safety is not compromised, and shelf life is comparable to packages with the aluminium foil layer. Aseptic cartons with a new paper-based barrier can be collected, sorted, and recycled where recycling infrastructure is in place, at scale. The new paper-based barrier is expected to deliver additional benefits downstream for recycling infrastructure efficiency. These include maximising the recovery of paper content from the recycling process of carton packages, while ensuring high-quality fibre and non-fibre fractions.
Tetra Pak’s paper-based barrier technology is part of its broader ambition to create the world’s most sustainable food package – one that is paper-based, made solely from responsibly sourced renewable or recycled materials, has the lowest possible carbon footprint and is fully recyclable2.
Tetra Pak’s aseptic beverage carton with a paper-based barrier was launched in collaboration with a dairy company in Portugal in 2023. It was recognised as a groundbreaking innovation in sustainable packaging, receiving the “Resource Efficiency” award at the Sustainable Packaging News Awards 2024.
1Source: Carbon Trust™– verified Tetra Pak ‘Carton CO2 Calculator’ model version 11 (valid from 2025-01-01). Scope: cradle-to-grave measurement of a Tetra Brik® Aseptic 200 Slim Leaf carton with plant-based polymers in coating and paper-based barrier compared to a standard Tetra Brik® Aseptic 200 Slim Leaf package. Geography: EU Industry data. 2This means creating cartons that are fully made of renewable or recycled materials, that are responsibly sourced, therefore helping to protect and restore our planet’s climate, resources and biodiversity; contributing towards low carbon production and distribution; are convenient and safe, therefore helping to enable a resilient food system; are fully recyclable.
Rains in the second half of November favoured most producing regions in the citrus belt (São Paulo state and Triângulo Mineiro), supporting development of the 2026/27 crop and improving fruit quality for the 2025/26 season.
However, in several areas, rainfall came with strong winds and hail, damaging trees, fruits and flowers. Players surveyed by Cepea say the frequency of extreme weather events this year is a concern.
Prices
Despite the good fruit quality, in natura orange prices dropped in late November, pressured by the devaluation observed in the industry. Between November 24 and 27, pear orange in the spot market averaged BRL 38.44 per 40.8-kg box, down 1.82 % compared to that in the period before. In the in natura market, pear orange quotations decreased 5.29 % this week compared to the previous, closing at BRL 53.30 per 40.8-kg box. In the accumulated of the month, prices moved down 14.7 %.
Tariffs
The export sector of citrus products gained an important tariff relief in late November. The government from the United States exempted the additional tariff of 10 % for the orange juice. As for byproducts (essential oils, therapeutic byproducts and orange pulp), the 10 % tax continues, but they were exempted from the 40 % tariff.
This is good news for the sector, since it faces a slow pace of OJ shipments, especially to Europe. The European Union has been purchasing less than the usual. Therefore, the reduction of costs to send the product to the US market may favor sales of the Brazilian product, compensating the smaller demand from Europe.
A daily glass of pure juice could be the most effective way to ensure you get enough vitamin C from your diet, new research suggests.
The latest study, published in the journal Nutrients, found that drinking 100 % fruit and vegetable juice results in the body absorbing higher levels of vitamin C compared with taking a vitamin C supplement or eating the whole fruits and vegetables.
In a randomised clinical trial, university researchers from South Korea compared vitamin C levels in the blood after participants consumed equivalent doses of vitamin C (102 mg) from three sources: a tablet; chopped tomatoes, peppers, and mandarin oranges; and a juice made from these same fruits and vegetables.
The juice was found to deliver the highest vitamin C levels to the bloodstream, a result attributed to the juice matrix enhancing the vitamin C’s availability for absorption.
The “juice matrix” refers to the way the components of fruit juice – such as polyphenols, vitamins and minerals in solution – work together to make vitamin C easier for the body to absorb.
Vitamin C is a crucial water-soluble compound that supports essential physiological processes. While most animals can synthesise vitamin C internally, humans and a few other mammals must obtain it through dietary sources due to a genetic mutation.
Vitamin C is essential for breaking down nutrients like tyrosine, folic acid, and tryptophan. It also helps your body produce collagen, supports your immune system, and acts as a powerful antioxidant.
Lead researcher, Dr Mijoo Choi, said: “The juice matrix appears to facilitate better absorption of vitamin C, making it a practical choice for those looking to optimise their intake.”
Award winning dietitian and public health nutritionist, Dr Frankie Phillips, added: “With winter flu season approaching, it’s especially important to make sure you’re getting enough vitamin C into your body to support your immune system. This new study emphasises how a simple glass of fruit juice is an excellent way to maximise absorption of vitamin C. A daily glass of orange juice provides more than 80 % of the European recommendation and is a nutritious start to the day.”
Exporters had good perspectives for the 2025/26 season of orange juice, especially due to the exemption of the US tariff on imports of the commodity from Brazil and to the increase in the orange production in São Paulo state.
However, the limited demand from Europe kept international sales of orange juice below-expected from July to October 2025. As for November, shipments may continue to register low performance, since European acquisitions are still moving at a slow pace.
As a result, players from the crushing industry in São Paulo state have been cautious about purchasing fruits, keeping only contracts closed before and buying exclusively in the spot market – purchasers have been offering lower quotations, from BRL 35 to BRL 38.00 per box, delivered at the industry in SP.
The impacts of the pressure from the industry have started to hit the market of in natura fruits. Due to low values paid by the processing industry, part of the production is expected to be allocated to the in natura market, which can increase the supply in the wholesale supply center and, consequently, press down quotations to producers.
Sales of oranges in the in natura market moved at a slow pace in late October. Many consumers were waiting to receive wages in November, leading agents to reduce trades. Therefore, prices, which were moving up in previous weeks, dropped at the end of the month.
According to data from Cepea, pear oranges quotations in the in natura market moved down 0.19 % between Oct. 27 and 30 compared to the previous, closing at BRL 61.47 per 40.8-kg box. Concerning lima oranges, prices averaged BRL 84.13 per box, 7.19 % up.
As for the tahiti lime, prices decreased due to the low demand and to a slight supply increase. The average was at BRL 40.35 per 27.2-kg box in late October, downing 32.39 % compared to the period before. Quotations of the tahiti lime to export have averaged BRL 46.15 per box, 26.56 % down.
At the industry, agents surveyed by Cepea say that orange prices were firm at the end of the month, at around BRL 50.00 per 40.8 kg box. Orange juice sales to the international market were moving at a slow pace. Thus, the sector waits for shipments results in October and November to have better indications of the demand from abroad.
The first 90 days of the 2025/26 season confirm a scenario of adjustments in the exporting market of orange juice and citrus byproducts in Brazil. In spite of the tax exemption on the Brazilian orange juice in the United States, the performance of exports from July to September 2025 was below that verified in the same period last season.
According to data from Comex Stat, the total volume of juice exported in the partial of the 2025/26 crop to all destinations totaled 199.7 thousand tons (volume equivalent to concentrate juice – 66º Brix), for a decrease of 4 % compared to the same period in the year before, while the revenue dropped 15 %, to USD 751.3 million. The income decrease is attributed to low international prices because of high global supply.
For the first time in several years, shipments to the United States and to the European Union were equal, with roughly 48 % of participation each (in volume). The 13 % increase of sales to the US highlights the dependence of the country on the Brazilian juice. Exports to the European Union, in turn, dropped 8 %, influenced by the demand decrease after high prices and quality problems verified in the crop before. The result was a balance between these two important destinations.
Besides the international scenario, the low volume of domestic inventories in this beginning of the season, along with the small supply of the fruit, also influenced the decrease of shipments.
From this month on, with the intensification of the harvesting in Brazil and the increase of processing activities at the industry, shipments are likely to move up, specially to the European Union, which may replenish inventories.
Retailers and Foodservice operators across multiple industries to benefit from industrial grade technology that delivers up to 50 % more juice per orange than traditional juicers
JBT Marel, a leading global provider of integrated food processing solutions, unveiled a fresh juice game-changer: the Fresh’n Squeeze® 1800 Citrus Juicer. It features the same whole fruit extraction technology as the larger free-standing models in the Fresh’n Squeeze® product line. (Which is also the same technology that allows JBT Marel to juice over 75 % of the world’s citrus, thanks to its industrial grade juicers.) The big difference lies in the size: the 1800 model features a smaller countertop footprint that will save retailers on labour and space, whether they are a grocery store, juice bar, hotel, resort, or coffee shop.
The Fresh’n Squeeze® 1800’s advanced whole fruit extraction process delivers fresh, flavourful juice by instantly separating juice from peel and seeds to preserve its integrity. This fresh citrus juice solution maximises juice yield by up to 50 % per fruit compared to traditional cut-and-press technology. It can process up to 50 oz of juice per minute while preserving natural taste and nutrients, ultimately enhancing profitability for a higher return on investment. This opens the door for food retailers and foodservice operators to consider it as a fresh differentiator for their business – as well as a source of additional revenue.
“Implementing Fresh’n Squeeze® juicers in-store has been linked to an 18 % increase in sales,” said Megan Dyer, Director of Key Accounts and Beverage at JBT Marel. “The fresh aroma of citrus and the health-focused connection to fresh juice create an experience that attracts customers and encourages them to purchase. It’s a win-win for shoppers looking for healthier options and food service retailers looking to broaden their offerings with fresh offerings, drive traffic to the perimeter, and strengthen their bottom line.”
The Fresh’n Squeeze® 1800 is capable of handling all types of citrus fruits without adjustment or additional juicing heads. This enables businesses such as hotels, restaurants, and coffee shops to diversify their menus with ease. It also allows for customisable pulp content for added versatility.
With its compact, sleek design, the Fresh’n Squeeze® 1800 is built to save valuable floor space while offering ease of use and long-term reliability. The machine’s minimal parts simplify disassembly and cleaning, which reduces maintenance. Engineered for durability, the Fresh’n Squeeze® 1800 is capable of withstanding high-volume use in both behind-the-counter prep and front-of-house self-serve settings.
Dörte Thiel, an expert in corporate communication, fruit processing and analytics from Duisburg (Germany), captivated the audience at the 9th International Speaker Slam in Wiesbaden (Germany) on September 12, 2025. In front of around 150 participants from 22 nations, she presented her expertise on corporate development and compellingly highlighted the numerous advantages of transparent communication as a key to success, especially for small and medium-sized enterprises (SMEs).
Thiel, the winner of the 9th International Speaker Slam amidst thunderous applause, posed the question of who the leaders in the fruit juice industry are. Her answer: mostly specialists who were promoted, independent business owners, or their partners and heirs. She illustrated that many are unaware of the “7 deadly sins of leadership” and often underestimate the immense thrust that innovative corporate governance through transparent communication can provide.
In her speech, Thiel emphasised the positive effects of transparency on employee performance and willingness, personnel costs, and profit growth. When people are involved in decisions and know the shared company goals, they are often more motivated, focused, and healthier. She argued that a company only functions optimally when all its “cogs” mesh together seamlessly. “A company works like clockwork; no matter how small or large a cog is, if they don’t mesh smoothly, the system doesn’t function,” said Thiel.
The expert, who has been active in industry and commerce for over 30 years, including more than 20 years in the fruit juice industry, supported her theses with practical examples from her extensive experience. She supports companies worldwide across the entire supply chain – from the farmer to the processing plant and through to the manufacturing of the final product – and knows the challenges facing SMEs.
Thiel made it clear that transparent communication not only improves the working atmosphere but also boosts innovation and competitiveness. She called on leaders to actively involve their employees in decision-making processes and to establish an open feedback culture. Only in this way, she argued, can the full potential of the workforce be realised.
With her innovative, all-round consulting approach, backed by a success guarantee, Dörte Thiel supports companies in optimising their internal communication and leaving the “deadly sins of leadership” behind. Her victory at the International Speaker Slam impressively confirmed her expertise and her ability to communicate complex topics in an understandable and inspiring manner.
New research shows that drinking 100 % fruit juice can enhance diet quality by providing essential nutrients like potassium, calcium, and vitamin C without added sugars
100 % fruit juice offers an accessible, affordable way to obtain vital nutrients, complementing whole fruit intake without replacing it
The study highlights the need for future dietary guidelines to consider economic access to healthy foods
If you sip a daily glass of 100 % fruit juice, you’re already on your way to having a healthier diet. That’s the conclusion of a new international study which revealed that people who drink fruit juice are more likely to achieve nutrition goals and score better for overall diet healthiness.
Conducted by experts from MS-Nutrition in France and the University of Washington, the research found that 100 % fruit juice provides essential vitamins and minerals without the added sugars or sweeteners found in many other drinks. Analysing data on more than 4000 participants from the National Health and Nutrition Examination Survey between 2017 and 2023, the study found that people who consume 100 % juice regularly tend to have healthier, more nutrient-rich diets.
Their meals contained higher levels of potassium, calcium, and vitamin C, while being lower in added sugars. Despite worries about calorie intakes, most people consume 100 % juice in moderation, well within the recommended limits set for balanced diets.
Writing in the journal, co-author Professor Adam Drewnowski from the University of Washington, said: “The diets of 100 % juice consumers were higher not only in total fruit but also in total vegetables, greens and beans, total fruits, whole fruits, whole grains, dairy, protein, and seafood and plant proteins. Significantly, diets of 100 % juice consumers were lower in added sugar, saturated fat, and sodium. That would suggest that 100 % fruit juice consumption is a marker or an indicator of healthier diets.”
Award-winning dietician Dr Carrie Ruxton, added: “These findings are encouraging and show that fruit juice doesn’t replace fruit in the diet, but complements it. Incorporating a glass of 100 % fruit juice into your daily routine is a simple yet effective way to improve nutrient intakes and support a healthier, more balanced diet. For those in lower-income groups, 100 % fruit juice can be an affordable way to access vital nutrients”.
The intensification of the fruit droppage is the main factor that led Fundecitrus (Citrus Defense Fund) to decrease the estimate for the 2025/26 season. The second report, released in early September, indicated that the production may reach 306.74 million 40.8 kg boxes in the citrus belt (São Paulo state and Triângulo Mineiro), 2.5 % less (or -7.86 million boxes) than that indicated in May.
The current report confirms that the fruit droppage is more critical than what had been projected previously. Some areas register losses that are close to 10 %, while others face a percentage up to 45 %. On average, the fruit droppage rate is at 22 %, two percentage points more than the initial forecast.
The Huanglongbing greening (citrus greening disease) hits 47.63 % of the citrus belt. The number of contaminated plants rose 7.4 % this year, reaching roughly 100 thousand (209 thousand were evaluated).
Ending stocks
Orange juice ending stocks (by June/26) may recover in the 2025/26 season, after four consecutive crops at very low volume.
CitrusBR (Brazilian Association of Citrus Exporters) released a report in early September about the 2024/25 season: inventories of frozen concentrate orange juice – FCOJ (66º Brix) totaled 146.3 thousand tons, 25.3 % more than in the previous crop. Although it is still low, the volume surprised players, since the fruit supply is scarce, leading orange prices to record levels and imposing difficulties for the industry to produce juice with good ratio. Both restricted quality and high values limited sales to the international market in the last season. According to data from Secex/Comexstat, the volume exported in 2024/25 was at 776.8 thousand tons, downing 22.6 % in relation to the crop before and the smallest since 1997, when the series has started.
Cepea calculations indicate that, due to the progress of the 2025/26 season and the improvement of the juice quality (since pear oranges will join the crushing), inventories may finish the season (June/26) close or higher than 200 thousand tons. If confirmed, it will be the first time in a half decade that the sector will leave the critical volume behind (below 150 thousand tons). However, in order for inventories to reach this level, the consumption needs to return to volumes before 2024/25, the juice productivity needs to be on the average over the last five crops (278 40.8-kg boxes per juice ton) and the industry needs to process at least 260 million boxes.
Sponsored Post – The juice industry places high demands on hygiene and product safety. Ziemann Holvrieka develops tanks and systems that enable aseptic storage and efficient transportation of fruit juices by ship.
Ziemann Holvrieka builds on more than 170 years of experience in tanks and process technology for the liquid food industry. The company’s product portfolio includes juice tanks for direct and concentrate production, automation systems, CIP systems and cooling. The turnkey projects encompass management, planning, design, construction, manufacture, delivery, installation and commissioning. To adapt the solutions to the respective product and process, the company engineers create 2D & 3D drawings and AutoCAD P&ID plans. The components are manufactured in the factory or on site and provided with protective coatings. This combination of tank design and process technology forms the basis for the storage, processing and transportation of juice.
Tanks, storage and automation
Cylindrical storage tanks combine hygienic design with easy cleaning. They meet international hygiene standards such as EHEDG (European Hygienic Equipment Design Group) and 3-A Sanitary, thus ensuring product quality. Where longer storage periods are required, Ziemann Holvrieka relies on aseptic systems, where pasteurised juice is stored in a nitrogen atmosphere, eliminating microbiological risks. A slight overpressure ensures that no foreign substances can penetrate the system, enabling the raw juice to remain stable for months until it is further processed.
Automated storage terminals with CIP and SIP systems ensure safe processes and help staff comply with aseptic standards.
Modular systems for transportation
For overseas transportation, the company offers modular systems that can be integrated into new or existing freighters. These systems include stainless steel tanks, pumps, valves, cooling, piping and control technology. The modules can also be used in port facilities as buffer or transshipment storage.
Here are two examples of juice transport ships: The MV Juice Express sails between Costa Rica and Florida. It has twelve aseptic tanks, each holding between 182,000 and 356,000 litres. These tanks replace more than 2,000 truck journeys per year, significantly reducing atmospheric emissions. The MV Citrus Vita Brasil transports 27,000 cubic metres of juice in 15 tanks, eight of which are designed for direct juice, while the other seven can also hold concentrate. A dual pipe system, nitrogen atmosphere, automatic cooling and emergency power supply ensure quality, even on long journeys.
More information about Ziemann Holvrieka’s juice solutions will be available at booth C2-202 at the Munich drinktec trade fair (September 15-19).
The volume of oranges of the 2025/26 season sent to industrial crushing activities started to be intensified in late August. As for new contracts of fruits to the industry, the pace has increased, but it still limited, since both purchasers and sellers are expecting a better definition of market conditions.
It is worth noting that the production of the 2025/26 crop is late, due to the second blossoming. Thus, the availability of fruits may be higher in September/October. Moreover, prices paid in 2024 were high, leading many producers to make cash flow and, now, they can wait for better trading opportunities.
As for the industry, inventories built at the beginning of the season have still not reached a satisfactory standard, due to high limonin and low ratio of some batches. These characteristics have limited the attractiveness of the Brazilian orange juice for purchasers from abroad, who still look for high-quality product. As a result, the industry has boosted the demand for high-quality fruits.
In natura market
The warm weather in the Southeastern region in Brazil boosted the demand in the in natura market. Expectations are that, due to the proximity of the end of the winter in Brazil and higher temperatures, the demand may remain firm.
Arla Foods Ingredients demonstrated how South American brands can use its Lacprodan® and Nutrilac® ProteinBoost whey proteins to create protein-enriched, ready-to-drink juice-style beverages.
The South American functional beverages market is expected to achieve a CAGR of 8.75 % between 2025 and 2030. Health trends are driving consumer demand for drinks with additional wellness benefits as well as great taste.1 This is reflected in the growing popularity of functional beverages with protein and energy claims.1
A new Arla Foods Ingredients survey of 4,000 consumers in Argentina, Brazil, Chile, and Colombia found that great taste, naturalness, and high protein content were their primary considerations when purchasing food.2 When asked which products they would like to contain more protein, 31 % overall – and 40 % in Brazil – cited juices.
At the Softdrinks Tech event in São Paulo, Brazil, Arla Foods Ingredients highlighted how manufacturers can meet these needs using its Lacprodan® and Nutrilac® ProteinBoost solutions. These whey proteins enable the creation of refreshing, protein-enriched juice-style drinks with satiety benefits and great taste. Rich in all the essential amino acids, they deliver up to 6 % (15 g per 250 ml) protein, and allow on-pack protein health and nutrition claims.
Lacprodan® clear whey protein isolates allow beverage, performance, and health brands to develop a clear, refreshing juice-style protein drink without the milky flavour of traditional ready-to-drink beverages. Fat-free and with only four ingredients, Lacprodan® supports clean labels and zero-fat claims. It can be produced using UHT treatment, without homogenisation.
Nutrilac® ProteinBoost whey protein offers pleasant viscosity and creamy mouthfeel, enabling dairies to innovate with refreshing products such as protein smoothies. It also supports low or zero-fat claims, increasing its appeal to health-conscious consumers. Made with patented microparticulation technology, Nutrilac® ProteinBoost enables smooth protein addition with no technical challenges, requiring only heat treatment pasteurisation with homogenisation.
Easy to integrate into existing production lines, Arla Foods Ingredients’ whey protein solutions are ideal for a variety of applications and markets, such as:
A nutritious, on-the-go boost for children
A refreshing post-workout recovery drink
A fortified breakfast juice for health-conscious consumers
A nourishing drink for older consumers or patients with additional protein needs
Facundo Martin Cozzi, Application Project Manager, South America at Arla Foods Ingredients, said: “South American consumers are increasingly seeking juice-style drink alternatives that combine natural ingredients, excellent taste, and refreshment with protein benefits such as satiety. Lacprodan® enables brands to combine the familiar taste of juice and the advantages of high-quality, clear whey protein isolates. For dairies, Nutrilac® ProteinBoost allows for innovation with refreshing juice-style drinks boasting superb mouthfeel and creaminess. Our solutions are also easy to use, providing an accessible way for manufacturers to develop their product lines, increase sales, and capture market share in a fast-growing segment.”
1Mordor Intelligence, ‘South America Functional Beverage Market & Share Analysis – Growth Trends & Forecasts (2025-2030), 2025 2‘Consumers in South America – Thoughts on Food and Whey Protein’ (Online quantitative survey by Arla Foods Ingredients, distributed by Lindberg International), 2025
The new orange juice blend delivers the fresh orange taste families love at a more affordable price point
Tropicana has introduced Tropicana Essentials, a new orange juice blend designed to ease the everyday hustle at a more affordable price point compared to premium orange juices.
Made with a blend of orange, apple and pear juices, Tropicana Essentials is a good source of antioxidant vitamins C and E, calcium and vitamin D and contains no added sugar. The fruit juice is available in three varieties – Orange Blend (No Pulp), Orange Blend (Some Pulp) and Orange Mango Blend (No Pulp).
“Back-to-school season can feel like a marathon, and Tropicana Essentials is exactly what families need to start the morning strong,” said Tina Lambert, chief marketing officer at Tropicana Brands Group. “Tropicana has always been committed to making great-tasting juice accessible to everyone. Tropicana Essentials continues that tradition with a nutritious, delicious, fresh taste at a more affordable price point.”
Tropicana Essentials is available now at major retailers in the US, including Target, Kroger, Albertsons and more, at a suggested retail price of USD 3.89 for a 46-fluid-ounce bottle.
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(Photo: Dome Auctions B.V.)(Photo: Dome Auctions B.V.)
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U.S. Food and Drug Administration Commissioner Dr. Marty Makary, M.D., M.P.H., and U.S. Secretary of Agriculture Brooke L. Rollins announced plans to support American citrus growers and cut bureaucratic barriers by proposing an update to the standard of identity (SOI) for pasteurised orange juice. This „America First“ action will end a 60-year-old rule that hurts domestic farmers and forces reliance on foreign imports. The FDA expects this change is unlikely to affect the taste of pasteurised orange juice.
The FDA’s proposed rule would reduce the minimum required Brix level in pasteurised orange juice from 10.5 percent to 10 percent, better reflecting the natural Brix level of American oranges. The rule change is estimated to save orange juice manufacturers more than $50 million per year and would reduce reliance on the use of imported oranges for “not from concentrate” pasteurised orange juice products in order to meet the required Brix level.
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.
The blood pressure lowering effect of nitrate-rich beetroot juice in older people may be due to specific changes in their oral microbiome, according to the largest study of its kind.
Researchers at the University of Exeter conducted the study, published in the journal Free Radical Biology and Medicine, comparing responses between a group of older adults to that of younger adults. Previous research has shown that a high nitrate diet can reduce blood pressure, which can help reduce risk of heart disease.
Nitrate is crucial to the body and is consumed as a natural part of a vegetable-rich diet. When the older adults drank a concentrated beetroot juice ‘shot’ twice a day for two weeks*, their blood pressure decreased – an effect not seen in the younger group.
The new study, funded by a BBSRC Industrial Partnership Award, provides evidence that this outcome was likely caused by the suppression of potentially harmful bacteria in the mouth. An imbalance between beneficial and harmful oral bacteria can decrease the conversion of nitrate (abundant in vegetable-rich diets) to nitric oxide. Nitric oxide is key to healthy functioning of the blood vessels, and therefore the regulation of blood pressure.
Study author Professor Anni Vanhatalo, of the University of Exeter, said: “We know that a nitrate-rich diet has health benefits, and older people produce less of their own nitric oxide as they age. They also tend to have higher blood pressure, which can be linked to cardiovascular complications like heart attack and stroke. Encouraging older adults to consume more nitrate-rich vegetables could have significant long term health benefits. The good news is that if you don’t like beetroot, there are many nitrate-rich alternatives like spinach, rocket, fennel, celery and kale.”
The study recruited 39 adults aged under 30, and 36 adults in their 60s and 70s through the NIHR Exeter Clinical Research Facility. The trial was supported by the Exeter Clinical Trials Unit. Each group spent two weeks taking regular doses of nitrate-rich beetroot juice and two weeks on a placebo version of the juice with nitrate stripped out. Each condition had a two week “wash out” period in between to reset. The team then used a bacterial gene sequencing method to analyse which bacteria were present in the mouth before and after each condition.
In both groups, the make-up of the oral microbiome changed significantly after drinking the nitrate-rich beetroot juice, but these changes differed between the younger and older age groups.
The older age group experienced a notable decrease in the mouth bacteria Prevotella after drinking the nitrate rich juice, and an increase in the growth of bacteria known to benefit health such as Neisseria. The older group had higher average blood pressure at the start of the study, which fell after taking the nitrate-rich beetroot juice, but not after taking the placebo supplement.
Co-author Professor Andy Jones, of the University of Exeter, said: “This study shows that nitrate-rich foods alter the oral microbiome in a way that could result in less inflammation, as well as a lowering of blood pressure in older people. This paves the way for larger studies to explore the influence of lifestyle factors and biological sex in how people respond to dietary nitrate supplementation.”
Dr Lee Beniston FRSB, Associate Director for Industry Partnerships and Collaborative Research and Development at BBSRC, said: “This research is a great example of how bioscience can help us better understand the complex links between diet, the microbiome and healthy ageing. By uncovering how dietary nitrate affects oral bacteria and blood pressure in older adults, the study opens up new opportunities for improving vascular health through nutrition. BBSRC is proud to have supported this innovative partnership between academic researchers and industry to advance knowledge with real-world benefits.”
The 2024/25 crop in Brazil finished officially in June 2025 with an aspect that is in the spotlight: the volume equivalent to concentrate juice (66º Brix) exported is the smallest of Secex series, but the revenue obtained with sales hit a record.
This scenario is related to the limited production of oranges in Brazil in the 2024/25 season, especially of high-quality fruits. Therefore, the industry had difficulties to produce juice that is compatible to the standards required by international consumers. The low supply of orange juice in the international market, in turn, boosted prices.
In the accumulated of the 2024/25 season (from July/24 to June/25), Brazil exported 776.78 thousand tons of juice, 22.7 % less than in the season before and the lowest since 1997, when the Secex series started.
Although the volume shipped had reduced sharply, high prices increased the income significantly. Comparing 2023/24 and 2024/25 crops, the income rose 28.4 %, totaling USD 3.48 billion, a record. If, on one hand, high values boosted the profitability, on the other, they limited the consumption, especially due to the low quality of the product.
2025/26 season
The expectation for the 2025/26 season is for shipments to regain pace, as inventories of high-quality juice increase and part of the demand from abroad is firm again, following the progress of the national production in the second semester of 2025.
Trump‘s tariffs
The 2024/25 finished with concerning limited exports, in a scenario of uncertainties about a full recovery of the international juice consumption. Some agents fear that the demand from abroad may not be firm again, due to the stagnation of the consumption and/or the still undefined effects of the tariff increase implemented by the Trump government on products from Brazil.
SIG has launched the first 1-liter aseptic carton packs made of SIG Terra Alu-free + Full barrier packaging material, which are now available on shelves. It is the world’s first full barrier packaging material for aseptic cartons without an aluminum layer, further reducing the already low carbon footprint of standard SIG carton packs.
Following the success of this packaging material innovation in the field of single-serve aseptic cartons, SIG is now expanding the alu-free option into the juice category and a multi-serve format for the first time. In a first step, ALDI will offer grape juice under its own brand Rio d’oro in this innovative packaging solution in parts of Germany, thereby reducing the carbon footprint of conventional multi-serve cartons by 29 %1. The products are produced and filled at the Italian beverage and food producer Quargentan, utilizing its existing SIG Midi 12 Aseptic filling machine with full performance.
1Result based on an independent ISO-compliant life-cycle assessment: https://api.sig.biz/media/kripylrs/lca_sig-terra-alu-free-plus-full-barrier-and-sig-terra-alu-free-plus-full-barrier-plus-forest-based-polymers-for-sig-midibloc-and-sig-midifit-germany.pdf
A groundbreaking new clinical trial reveals that people with type 2 diabetes can enjoy a glass of 100 % orange juice at breakfast without adversely affecting blood sugar levels.
The study, published in the international journal Nutrition and Diabetes, compares the effects of consuming whole oranges and fruit juice on blood sugar levels and insulin response, with surprising results.
Type 2 diabetes is a growing global health issue, affecting nearly 4.6 million people in the UK alone, with an estimated 1.3 million more potentially undiagnosed, according to Diabetes UK. Lifestyle factors, especially diet, play a critical role in managing and preventing this condition.
Conducted by scientists at the University of Hasselt in Belgium, the study involved normal-to-overweight adults with well-controlled type 2 diabetes. Participants consumed a standard high-carbohydrate breakfast on three separate occasions, each time paired with either whole orange pieces, a 250 ml glass of 100 % orange juice, or an orange-flavoured drink with added sugars.
Blood glucose and insulin levels were measured over four hours following each meal.
Lead researcher Dr. Kenneth Verboven explained: “We believed that the lowest blood glucose levels would be seen when someone ate fruit with breakfast while orange juice and a sugary drink would cause higher glucose levels. In fact, there were no differences. We think this was because most of the rise in blood glucose and insulin came from the bread eaten at our standard carbohydrate rich breakfast. The small amounts of sugars from the fruit or drinks were inconsequential.
“This doesn’t mean we recommend that people with diabetes should have drinks with added sugars at breakfast as these typically have no nutritional benefit. However, 100% orange juice is different as the sugars come directly from the fruit and it contains similar vitamins, minerals and bioactives to whole oranges. While fruit remains the healthiest addition to breakfast as it contains some fibre, a small daily glass of 100% fruit juice is a convenient alternative when fruit isn’t an option”.
A recent study from Ipsos commissioned by Swedish food tech company Picadeli found 86 % of Britain’s Gen Z adults fail to meet WHO guidelines for fruit and vegetable intake — incorporating a daily glass of 100 % fruit juice can help bridge this gap.
Pure orange juice and other 100 % fruit juices are classified as minimally processed, containing no added sugars, flavourings, or preservatives under both EU and UK law. Just one glass of orange juice provides over 80 % of the daily recommended intake of vitamin C, an essential nutrient that supports immunity and skin health.
Dr. Carrie Ruxton, award-winning nutritionist, commented: “With fruit intake alarmingly low across Europe, adding a small daily glass of fruit juice into your diet can be an easy way to make sure you consume important nutrients and vitamins. This study shows that you don’t need to avoid fruit juice if you have well-controlled diabetes and can instead benefit from the vitamins and minerals. Choosing a high fibre breakfast, such as oats or bran flakes, is a good way to help limit those blood sugar spikes”.
Collective Project, a Canadian cannabis beverage brand known for its bold flavour pairings, real fruit juices, and creative can design collaborations with emerging artists, has officially launched in the U.S. with direct-to-consumer shipping in 25 states.1
This major milestone follows Collective Project’s acquisition earlier this year by Organigram Global, Canada’s #1 cannabis company by market share. After a soft launch of its sparkling juice lineup in select states in Fall 2024, Collective Project built early excitement for its flavourful, fruit-forward beverages. The brand now expands to consumers across the country with full-scale e-commerce and the debut of its new sparkling lemonades – all crafted with real fruit juice, high-quality ingredients, and hemp-derived THC.
At Collective Project, every can is a canvas. Every beverage is a collaboration between the brand’s flavour creators and visual artists from around the world, transforming every product into a functional piece of art. Through this global creative platform, Collective Project brings together expressive design, great taste, and a modern way to enjoy cannabis.
“Collective Project is rooted in flavour and creativity,” said Megan McCrae, SVP, Corporate Strategy & International Growth, Organigram Global. “We’re proud to partner with artists from around the world to create cans that reflect the vibrant community behind our brand. And as the hemp-derived Delta-9 space grows, we see a real opportunity to offer consumers a modern, social alternative to alcohol – one that brings together great taste, thoughtful ingredients, and artistic expression.”
Sparkling juices
The sparkling juice lineup offers rich, effervescent flavours made with true-to-fruit blends for an unmatched full-body experience. Currently available in 4-packs (12oz cans):
Blood Orange, Yuzu & Vanilla (available in 5mg and 10mg THC)
Mango, Pineapple & Coconut (available in 5mg and 10mg THC)
Raspberry Vanilla (available in 10mg THC)
New: Sparkling lemonades
The sparkling lemonades offer a zesty, low-calorie, and low-sugar option that adds a bubbly twist to every celebration. Available in 4-packs (12oz cans):
Classic Lemonade (available in 5mg THC)
Raspberry Lemonade (available in 5mg THC)
Cherry Limeade (available in 5mg THC)
All beverages are made with high quality hemp-derived THC and are tested by independent third parties for consistency, quality, and compliance. With a variety of THC levels, there’s a dose for every kind of cannabis experience and lifestyle. Collective Project products are available for purchase by consumers 21+.
1Collective Project is now shipping to Arkansas, Delaware, Florida, Georgia, Illinois, Indiana, Kansas, Maine, Minnesota, Missouri, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, North Carolina, Ohio, Oklahoma, Pennsylvania, South Carolina, South Dakota, Tennessee, Texas, Wisconsin, and Wyoming.
OptiCept Technologies has signed an agreement with one of Vietnam’s largest food companies to validate the CEPT® technology for juice extraction. The project includes a fee-based testing period during which the CEPT® application will be integrated into the customer’s production lines for pineapple and passion fruit juice.
This initiative marks an important step in OptiCept’s strategic expansion in Southeast Asia and strengthens the company’s position in the global juice segment. During the third quarter of 2025, an OPTICEPT® LJ7 unit is planned to be installed at the customer’s facility in Vietnam. The goal is to demonstrate the technology’s ability to increase extraction yield and improve product quality.
“We see great opportunities in the region, and this collaboration confirms our ambition to grow in the Southeast Asian market. We already have very strong results for pineapple and see significant potential in passion fruit as well, which is a more technically challenging raw material. Taking these results from lab scale to industrial scale is an important step forward,” says Thomas Lundqvist, CEO of OptiCept Technologies.
Welch’s, an iconic leader in the fruit-based food and beverage industry in the US, celebrated the official opening of its new corporate headquarters at Reservoir Place, owned by BXP, in Waltham, Massachusetts. The move marks a pivotal moment in the company’s 150-year history, reinforcing an enduring commitment to quality and innovation while investing in strategic growth to support the next chapter of the company’s continued evolution.
“The official opening of our new headquarters marks an exciting milestone in our Welch’s journey,” said Trevor Bynum, President and Chief Executive Officer of Welch’s and National Grape Cooperative. “As we enter our next phase of growth, this new space in the dynamic business community of Waltham provides the ideal environment for our teams to thrive and reach our ambitious goals.”
A grand opening and ribbon-cutting ceremony was held on June 17 to celebrate the occasion, featuring inspiring remarks from Bynum, Waltham Mayor Jeanette McCarthy, as well as a number of other notable local officials including City Councilors Bill Hanley, Kathleen McMenimen, Sean Durkee, and Councilor at Large Carlos Vidal. Guests also enjoyed a spread of the latest innovations across Welch’s Sparkling and new ZERO beverage lines, plus refreshments from local favourites Muddy Water Coffee Food Truck and Kane’s Donuts.
“We’re proud to welcome Welch’s to Reservoir Place and to the BXP community,” said Patrick Mulvihill, Senior Vice President of Leasing for BXP’s Boston region. “It’s exciting to see such a historic yet forward-looking brand bring its next chapter to life here in Waltham, and we look forward to Welch’s continued success in our thriving business district.”
Located at 1601 Trapelo Road, the 60,000 square-foot facility was designed in partnership with SGA, and project managed by A/E/C solutions, featuring new and modern lab space, open collaboration spaces, and modern amenities while offering strategic visibility and accessibility off I-95. The move to Waltham reflects Welch’s commitment to providing a dynamic environment that supports current employees, attracts top talent, and creates new opportunities for the company and its workforce. More than a change of address, the new headquarters enhances operational efficiency and brings Welch’s vibrant brand identity to life.
Welch’s is thrilled to welcome its 200 corporate employees into the new space that will power the next chapter of the company’s historic legacy.
Tropicana, one of the most popular juice brands in the world, has expanded its range with the launch of two of its best sellers in smaller serve cartons in the UK market.
Voted the number one orange juice vs other leading brands in the UK, Tropicana original orange juice is now available, in two varieties – with pulp and without pulp, in a smaller portion carton for the first time. With this 500 ml beverage carton, Tropicana offers more options for consumers to experience its ‘as fresh as from the fruit’ signature taste in an increasingly diverse market.
A key trend in the UK is a progressively ageing population that is creating a shift to more households with older adults and fewer children.
„Now with our best-selling orange juice in 500 ml cartons we have created accessibility for even more UK households to enjoy the great taste, quality and refreshment of Tropicana orange juice at breakfast. This smaller format pack is designed for smaller households such as empty nesters and retirees for whom the larger pack formats of Orange Smooth and Orange Original may not meet their needs. It also allows more price sensitive shoppers to buy into the branded category in light of price inflation, putting Tropicana on breakfast tables in more household demographics.“, says Nikolaos Kokidis, Packaging Procurement Lead Europe, Tropicana.
Consistency in quality
UK consumers also ranked Tropicana highest on fruitiness, real orange flavour, and freshly squeezed taste3 and the consistency in quality is reflected in the choice of cartons for these new product presentations.
„Opting for the Pure-Pak® carton gives the brand range consistency on the shelves along with our standard carton pack and bulk formats,” adds Nikolaos Kokidis. Consumers are familiar with Tropicana as a leading juice brand in cartons for the UK market.
Cartons are fully recyclable in the UK and with new Simpler Recycling legislation from the Department for Environmental, Food & Rural Affairs4 (DEFRA) mandating liquid carton collections at household kerbside from March 2026, consumers can be confident their waste carton reaches a recycling facility.
1The New Fieldwork Company – May 2023 2Attitudes towards Healthy Eating – UK – 2024 – Mintel 3UK CATA CLT – April 2023 4Simpler recycling: workplace recycling in England – GOV.UK
After Fundecitrus (Citrus Defense Fund) released the estimate in May – of a higher orange output than what was expected by agents, at 314.6 million 40.8-kg boxes, – the sector was waiting for a better definition of contracts between the industry and producers to deliver 2025/26 fruits. However, contracts are likely to be closed only from mid-June on.
As the production may be concentrated in the second blossoming, the harvesting can be intensified only after July. Therefore, for now, the small volume of fruits that the industry has been receiving and/or may receive in the coming weeks refers to previous contracts or to fruits traded in the spot market. In this scenario, prices of the orange delivered at the industry registered slight changes in May.
Concerning fruits that have been delivered to the industry, players say that they have shown better quality – which means that a smaller volume of oranges has been necessary to produce juice. This positive scenario, in general, is related to weather conditions, which favored the production.
Sponsored Post – The global food and beverage industry is one of the most dynamic and fastest-growing sectors, holding an importance in many countries. However, the industry is also characterised by intense competition, price pressure, numerous product innovations, and ever shorter product life cycles. As a result, manufacturers are continuously investing in high-performance technologies to increase efficiency, flexibility and sustainable production and packaging processes- driving a high demand for machines.
Digitalisation efforts are centred on generating added value from data (Photo: Yontex)
For juice manufacturers, the requirements are clear: product safety, efficient processing technologies, maximum yield, optimal utilisation of raw materials (including all by-products), and futureproofing of operations. drinktec 2025, taking place from 15 to 19 September in Munich, presents a unique opportunity for producers of fruit juice products to explore cutting-edge technologies and forward-looking solutions tailored to their production needs. Across eleven halls at Messe München, every step of the supply chain will be represented. A major strength of this world-leading trade fair for the beverage and liquid food industry is the presence of all key technology providers and solution experts involved in the manufacture and processing of beverages.
Under the central theme “Circularity & Resource Management”, drinktec 2025 will delve into efficient resource utilisation across the entire value chain. Opportunities within the industry range from the use of bio-based raw materials and circular solutions at every stage of the beverage and liquid food production process, to the reuse of production by-products and other residual materials. Solutions such as material recovery, energy efficiency, and closed-loop systems – often developed in collaboration with other industries – are set to provide new momentum towards economically viable and sustainable production strategies for juice manufacturers.
Particular innovation is anticipated from solution providers focusing on novel approaches to by-product valorisation, offering new uses for materials not directly employed in juice production. Notably, the extraction of proteins from pomace is increasingly viewed as a promising opportunity for the future.
Juice producers will also benefit from the show’s focus topic “Lifestyle & Health”, which highlights forward-thinking beverage concepts. The strong presence of ingredient suppliers in hall C3 underscores the continued importance of flavour diversity and innovative beverage formulations. Market insights further support expectations for new product developments, revealing a global trend among consumers towards wellbeing and health-conscious lifestyles.
In-depth data insights will be available through “Data2Value”, the third thematic focus of the drinktec programme, offering juice manufacturers a comprehensive toolkit for optimisation across the entire production chain. Digitalisation efforts are centred on generating added value from data: analysing machine and process data can improve resource efficiency, minimise production downtimes, and enhance operational flexibility. Leveraging data ultimately delivers tangible benefits – increased efficiency, improved product safety, higher equipment availability and performance, and greater transparency throughout manufacturing and packaging processes.
The US has imposed 10 % tariffs on Brazilian orange juice exports, while the majority of Mexican orange juice exports are likely to be USMCA compliant and therefore tariff-exempt.
This scenario creates opportunities and threats for orange juice exporters in both countries. On the one hand, burdened with a 10 % tariff, Brazilian exporters’ share of the US orange juice market could be under threat from tariff-free Mexican exporters.
On the other hand, if demand for Mexican orange juice soars among US importers as a result of US tariffs making Brazilian orange juice exports more expensive, then a greater percentage of total Mexican orange juice production could be redirected away from the domestic market and into the US. This would reduce Mexico’s domestic supply, which could result in increased prices for domestic orange juice consumers, says GlobalData, a leading data and analytics company.
Rory Gopsill, Senior Consumer Analyst at GlobalData, comments: “Avoiding price inflation is likely to be a priority for the Mexican Government as well as domestic orange juice brands and retailers, because Mexican consumers are already under financial pressure.”
According to GlobalData’s Q1 2025 Global Consumer survey, 56 % of Mexican consumers are extremely or quite concerned about their personal financial situation, and 60 % are extremely or quite concerned about the impact of the cost-of-living crisis on their financial situation. Moreover, 47 % of Mexicans are switching to cheaper brand alternatives to deal with rising prices, and 38 % are switching to cheaper retailers. Mexican orange juice brands and the retailers selling them will be wary of increasing prices for these reasons.
However, greater collaboration between Brazil and Mexico could result in controlling the balance of trade between the two countries’ US orange juice exports, and partially avoid the US tariffs.
Annually, the US consumes a greater volume of juice than any other country in the world. In 2024, the US consumed 5.3 billion litres of juice, considerably more than the runner-up, China, which consumed 1.4 billion litres in the same year, according to GlobalData’s Segment Insights Database, accessed May 2025. Figures from the Observatory of Economic Complexity, accessed May 2025, confirmed that the US exported $633 million worth of fruit juice in 2023 and imported $3.44 billion in the same year. As these figures demonstrate, the US is heavily reliant on fruit juice imports to meet domestic demand, especially orange juice, which is the most consumed fruit juice in the US, according to the USDA.
Brazil is the largest exporter of orange juice to the US, sourcing 75 % ($570 million) of the US’ non-frozen/spirited/fermented orange juice in 2023, and 44 % ($203 million) of the US’ frozen non-fermented/spirited orange juice in 2023. For Mexico, these figures were 16 % and 49 % respectively, making it the second largest exporter of orange juice to the US, according to The Observatory of Economic Complexity, accessed May 2025.
A potential solution to the challenges confronting both Brazil’s and Mexico’s orange juice exports to the US could be for Brazil to sell more orange juice to Mexican producers, who could then use it to produce juice blends that are exported to US markets. This is because, according to Fresh Plaza (2025), 60 % of juice blends can originate from third countries and still be USMCA compliant.
A product is more likely to be USMCA compliant if it is manufactured in the US, Mexico, or Canada, and made of materials sourced in these three countries. Mexico devoted more hectares to orange cultivation than any other country (except for India, Brazil, and China) in 2024, according to GlobalData’s Crop Area Production and Yield database. It would make sense for Mexican manufacturers to convert home grown oranges into orange juice for domestic consumption to maximise supply chain and administrative efficiencies.
Gopsill adds: “Brazilian exporters could mitigate losses in their share of the US import market by increasing the volumes of orange juice they sell to Mexican producers. Simultaneously, Mexican producers could use the Brazilian oranges to produce USMCA compliant orange juice and sell it to the US without burning through domestic orange juice supplies and increasing domestic orange juice prices, which would be a positive result for both nations.”
Raw Generation, a leading cold-pressed juice and nutrition brand in the US, announced Little Sippers, a new line of nutritionist-designed cold-pressed juices made just for kids. Each weekly set includes juices with 40 raw fruits and vegetables, offering a delicious and nutritious variety. It allows parents an easy and fun way to incorporate essential nutrients into their kids’ diets, with no added sugars or artificial ingredients.
In the US, approximately two-thirds of children’s energy intake comes from ultra-processed foods, according to a recent study by JAMA. With this in mind, Little Sippers was created to combat the alarming rise in childhood obesity and nutritional deficiencies. Each 4-oz bottle contains naturally occurring vitamins and minerals while delivering hydration, antioxidants, and electrolytes without the ultra-processed ingredients in traditional juice boxes. The weekly packs contain seven flavours – Red, Orange, Yellow, Green, Blue, Purple, and Pink – allowing children to enjoy a rainbow of fruits and vegetables and give parents peace of mind knowing their child is getting real, whole foods and unprocessed nutrition.
Unlike shelf-stable juices that are heavily processed and stripped of real nutritional value, Little Sippers are 100 % raw and cold-pressed to preserve every possible nutrient. Every bottle is free of the questionable “natural flavours” and gluten-, soy-, and dairy-free. Like Raw Generation juices, Little Sippers ship frozen for optimal freshness and convenience, and arrive within 1-3 business days. They are available in supply options of 4-week (28 bottles for USD 99.99) and 8-week (56 bottles for USD 159.99). Little Sippers are meant to be enjoyed daily, offering children a fun way to supplement their diet and get a wide variety of fruits and vegetables – 40 to be exact!
The new crop estimate released by Fundecitrus (Citrus Defense Fund) in May indicates that the orange production in the citrus belt in São Paulo and in Triângulo Mineiro and in the southwest of Minas Gerais is likely to total 314.6 million 40.8-kg boxes in 2025/26, a sharp rise of 36.2 % compared to the crop before. This increase brings a relief for the sector, especially because of the current scenario of limited orange juice stocks. By July/25, the volume in stock would be below the level that is considered strategic.
In case processing activities follow the harvesting increase at the same proportion, inventories by July 2026 are likely to be close to a safer volume to supply the global market. As a result, prices paid to producers, which hit records in the crop before (especially in October 2024), may not remain at the same levels. Thus, quotations are likely to continue above the historical average.
Among the aspects that justify the increase of the production estimate are the higher number of producing trees and the improvement of the weather during the cycle. Fundecitrus says that the number of producing trees upped 7.5 % compared to the previous season, changing from 169.9 million to 182.7 million trees.
Raw Generation, a leading cold-pressed juice and nutrition brand in the U.S., announced Little Sippers, a new line of nutritionist-designed cold-pressed juices made just for kids. Each weekly set includes juices with 40 raw fruits and vegetables, offering a delicious and nutritious variety. It allows parents an easy and fun way to incorporate essential nutrients into their kids’ diets, with no added sugars or artificial ingredients.
In the U.S., approximately two-thirds of children’s energy intake comes from ultra-processed foods, according to a recent study by JAMA. With this in mind, Little Sippers was created to combat the alarming rise in childhood obesity and nutritional deficiencies. Each 4-oz bottle contains naturally occurring vitamins and minerals while delivering hydration, antioxidants, and electrolytes without the ultra-processed ingredients in traditional juice boxes. The weekly packs contain seven flavours – Red, Orange, Yellow, Green, Blue, Purple, and Pink – allowing children to enjoy a rainbow of fruits and vegetables and give parents peace of mind knowing their child is getting real, whole foods and unprocessed nutrition.
Unlike shelf-stable juices that are heavily processed and stripped of real nutritional value, Little Sippers are 100 % raw and cold-pressed to preserve every possible nutrient. Every bottle is free of the questionable “natural flavours” and gluten-, soy-, and dairy-free. Like Raw Generation juices, Little Sippers ship frozen for optimal freshness and convenience, and arrive within 1-3 business days. They are available in supply options of 4-week (28 bottles for USD 99.99) and 8-week (56 bottles for USD 159.99). Little Sippers are meant to be enjoyed daily, offering children a fun way to supplement their diet and get a wide variety of fruits and vegetables – 40 to be exact!
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