The other day I’m drinking a Tropicana “100% Juice” Orange Juice, and happened to glance at the Ingredients:
100% Pure orange juice from concentrate (filtered water and concentrated orange juice) and Natural flavors*.
*Ingredient not found in regular orange juice
Now I’m wondering – what are these “natural flavors” that are different than “orange juice flavor” – luckily for all of us there’s a helpful 1800 number on the label! So I call, and ask, what’s with these extra flavors? The helpful woman asks if I have any food allergies that I’m worried about. I say no, I just want to know if some natural “dirt”, “asphalt” or “squirrel” flavor was lurking in my OJ. I authenticate as a non-prank caller by reading her my UPC Code, and then the answer is revealed:
The “natural flavors” are oils extracted from the orange peel/rind and added back to the juice.
Just today it occurs to me a followup question: if these flavors are “not found in regular orange juice”, how can they call it 100% juice?