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As the FDA reviews sugar levels in pasteurised orange juice, industry attention has intensified. But amid the regulatory noise, are manufacturers overlooking the bigger nutritional opportunity? William Grand, CEO of NutriFusion, argues it’s time to shift the spotlight back to whole fruit – and why doing so could deliver both healthier consumers and stronger commercial returns.

The topic of orange juice has become increasingly vivid, with a variety of industry voices weighing in as the FDA continues its exploration of cutting sugar levels. However, there is a very real possibility that the focus on the FDA’s activity has overshadowed the important focus on whole fruits, sources of nutrition that, along with their vegetable counterparts, have a critical role in daily diets.

With the buzz around pasteurised orange juice so strong, which has garnered the interest of consumers to learn more, food and beverage manufacturers must strike while the iron is hot, engaging in dialogue with existing and potential customers about the value of whole fruits – in this case, oranges – and most importantly to find ways to incorporate whole fruits into the products they offer.

Not only could this boost ROI for companies but also safeguard the health of individuals who seek their partnership for better nutrition.

Orange juice is having a moment

So, what exactly is causing consumers to tune in? The answer is likely somewhat sentimental: potential changes to America’s breakfast staple.

The FDA’s recent exploration of pasteurised orange juice began in review of the set Standard of Identity (SOI), diving into the requirements for ingredients, development and processing, and juice content specifications. It was in 1963 that the minimum Brix level (a measurement of sugar content in a liquid) was established at 10.5%.

However, with the steady decline of the Brix level for Florida oranges (much of which is attributed to severe weather and citrus greening), citrus growers have struggled significantly to hit the minimum level. Because of this strain, the FDA is proposing to lower the minimum Brix requirement for pasteurised orange juice to 10%, equating to about 1g less natural sugar in an 8oz serving. Taste will reportedly be unaffected by the change and will enable orange juice manufacturers to expand the range of juices that can be marketed and pasteurised.

In addition to its delicious flavour, it’s important to note that love of orange juice is also based on the nutritional value that it brings to the table (literally). Data shows that on average, Americans consume only half the recommended daily servings of fruit, and that adding 100% fruit juice to a daily diet helps get them closer to needed consumption by around 50%.

This is a great nutritional boost and certainly speaks volumes to the power of orange juice, but 'closer' still means falling short. It’s here where food and beverage manufacturers can take the existing orange juice narrative and pull it back to reintroduce the importance of whole fruit, potentially incorporating it into their product development focus.

Pivoting back to the juicy source

Research has indicated that there is great value in putting more of an emphasis on whole fruits vs. fruit juice. In fact, in 83 independent studies, researchers found that overall, concentrating on whole fruit consumption delivers more benefits. One key way is that whole fruit actually delivers a stronger sense of feeling full and longer (something that has been an issue with ultra-processed snacks that line today’s cupboards) while also maintaining crucial fibre that is often stripped away in the juicing process and plant-based compounds chockfull of anti-inflammatory and antioxidant properties.

And while 100% fruit juice with its natural sugars is certainly beneficial (a fresh glass of vitamin C), studies show that it’s associated with weight gain due to an increase in calories, and that high consumption is tied to increased risks of various types of cancer (with mixed results appearing for Type 2 diabetes and hypertension). Large quantities are quickly absorbed into the bloodstream and delivered to the liver, so that over time, too much fructose will turn into fat, which can ultimately translate into fatty liver disease.

For food and beverage manufacturers looking to become bigger players in the better-for-you space, these stats serve as a springboard for meaningful communication with consumers, and putting their money where their mouth is by improving products to better promote good health.

Better understanding of consumer behaviours

Before making any major moves, it’s important for food and beverage manufacturers to step back and really understand where the opportunity lies – and this is evident in the purchasing decisions of today’s consumers.

A review of industry literature was conducted that explored consumer willingness to pay more for foods that are considered healthier. A total of 15 studies showed that in 23 experiments out of 26 (88.5%), consumers would pay a 5.6% to 91.5% (a mean of 30.7%) price premium for healthier foods. Studies also found that consumers have a unique willingness to purchase foods that contain reduced fat and wholegrains with additional fruit and vegetables.

Clearly, consumers have a very real and increasing desire to eat healthier, an important behaviour that should not be ignored.

Make Your mark, positively and impactfully

For food and beverage manufacturers not directly involved in the orange juice game, the industry chatter may seem unapplicable, and therefore not worth following. However, nothing could be further from the truth.

Companies should consider incorporating oranges (and other whole fruits, for that matter) into the products they produce to not only deliver nutritionally elevated items to existing customers, further cementing the relationship with them, but to also bring in new customers who are looking to align with better-for-you brands. The public, and an increased ROI, will thank you.