When it comes to juice, keep it simple, stupid

Fruit juice used to be simple. You got some fruit, squeezed it until liquid ran out and then drank it. But then, things got complicated.

Somewhere along the way, juice producers realised they could make those expensive fruits go further: put less of it in the bottle, but sell it for the same price. Genius!

Often additives like water, sugar and orange flavouring are mixed with the real stuff that looks like juice, and is stocked in supermarkets with all the other juices, but can only technically be called a "fruit drink."

Then there's "reconstituted" juice, which is a way of adding water to dry solids from which the water has been evaporated.

Taking the moisture out of the fruit, by using heat, is a way to make transportation easier and ensure availability all year round, but can result in many of the nutrients being extracted.

But as people become more aware of the impact of obesity and the part that food and drink consumption plays in that, there is more demand than ever for proper, traditional fruit juice.

Its juice like it used to be, only better.

When nudity is perfectly acceptable

Ten years ago, Nudie Juice was launched by a man affectionately known as 'Tall Tim," and since its initial days, which came off the back of Tim Pethick's obsession with making fresh juices for his family, it has grown into a well-known and trusted brand with state-of-the-art juicing facilities, thousands of stockists and countless "Nudie addicts."

"Our proudest moments are often the unprompted bits of feedback that we receive from our consumers," Richard Glenn, Nudie's National Sales Manager told Food Magazine.

"We are continually amazed by the amount of people who take the time to contact us and tell us how much they love Nudies, their experience of their first nudie, or what they think of our new products.

"We call these people 'Nudie addicts'.

"Last week we even received a picture from a lady who had embroidered a quilt with pictures of all of our nudie characters on it, impressive stuff!"

The ever-increasing number of 'Nudie addicts,' is clear evidence that consumers are looking for quality products, free from preservatives but full of goodness.

Before Nudie entered the market, there weren't any mainstream juicers doing what Pethick was in his kitchen each morning, when he rose early to make up fruit juice and smoothie concoctions for his wife and daughters (and of course, himself), and so an opportunity was born.

After some deliberation, Pethick decided the best name for his company was one that summed up what his fruit was all about: nothing but the fruit, hence 'Nudie.'

From little things, big things grow

In 2003, when the company launched, there were only three people, including Pethick, one stockist, one blender and one small office in Sydney's Balmain.

They went through 256 pieces of fruit in the first week, and sold 40 bottles, mostly to family and friends.

They even went doorknocking, gave out samples and delivered Nudies personally so people could taste the goodness for themselves.

Now, more than 70 people are employed by the company, and it has over 5000 stockists throughout the country, including supermarket, cafŽ and convenience store chains, as well as independent retailers and food service operators.

Nudie goes through about 3 000 000 pieces of fruit per week these days and has a state-of-the-art juicing facility in South East Sydney.

And they're not stopping there.

"Within the last 18 months we've delivered some really strong innovation to the market," Glenn said.

"We spend a lot of time speaking to consumers and identifying trends to ensure that our product offering remains relevant.

"Our Nothing But range which was launched to address the growing consumer concerns around the use of concentrates and added ingredients in many of the other juice products on the market at the time.

"We launched with Nothing But 21 Oranges and Nothing But 20 Apples, taking nudie into the larger 'take home' segment of the market for the first time.

"In addition to the Nothing But message, we are also able to make the claim that we can get the product from farm to bottle in 72 hours, and that it is 100% Australian.

"For every 2L bottle, our farmers in regional NSW pick 21 oranges (give or take a few) and squeeze them, they then deliver this juice to our factory in Sydney where we lightly pasteurise the juice and bottle it.

"We add nothing else to the juice and the whole process from beginning to end takes no more than 72 hours.

"We believe that the quality of the fruit we use and our strict discipline around this process allows us to have such a great tasting juice, which is currently the most popular chilled juice in the Australian grocery market.

"Based on the success of these lines we have since expanded the range into a 1L and 500ml offering and have also added 3 new variants to the range."

A more informed consumer

Glenn told Food Magazine the company is always looking to innovate their products and ensure they are delivering what consumers want.

"We then became the first beverage company in Australia (and possibly the world) to add chia seeds to a beverage," he continued.

"As well as being the highest plant based source of Fibre and Omega 3, chia seeds also help to keep you feeling fuller for longer.

"We saw this as a great opportunity to create a nudie with chia seeds as a way of providing breakfast for people on the go, and have partnered with The Chia Co in Kimberley, WA to create the product."

Glenn believes the always-increasing demand for Nudie products is proof that consumers are becoming more educated about additives and their negative impacts, and turning towards healthier options.

"There has certainly been a lot of media coverage surrounding some of the added ingredients which exist in the market, and consumers seem to be better educated when it comes to choosing beverage products.

"A lot of food brands do seem to be increasing their focus on communicating what their products do not contain, which tends to suggest that this message is resonating with consumers across many areas of their grocery shop."

Keeping the good stuff

Another juice producer that is listening to the consumer demand for more fruity goodness and less additives is the Wild About Fruit Company, which produces two ranges of Low GI juices that are free from any nasties and full of flavour and health benefits.

The Wild Child "super-juices" and Wild About Juice ranges are based on apple juice sourced from orchards in the Yarra Valley and created with a "pure fruit" philosophy.

"There are no preservatives, no added sugar or water and no trendy boosts," the company told Food Magazine.

A few years ago a third generation orchardist in Victoria's Yarra valley, Ben Mould, wondered:  "Could an apple juice be made that actually tasted like a crisp orchard fresh apple, and also contain as much of the nutrients from the apple as possible?"

Knowing that crushing the apple caused oxidization, damaging the apple's delicate nutrients, which are found mainly in the skin, Mould had to develop something pretty clever.

Mould said that while most people have experienced the taste of commercially made apple juice – sickly sweet confectionary flavour that leaves a nasty after-taste, few had experienced good quality, sustainably juiced, delicious tasting real apple juice.

Even many home juicers damage the cells of the fruit and remove a lot of the apple's antioxidants.

Then, Mould's patented juicing process, which uses the whole apple, maintains the antioxidants of the fruit and has a low glycemic index (GI) was born.

Well, an apple a day does keep the doctor away!

The company says its Wild about Juice contains twice the nutritional value of the fruit than any other fruit juice on the Australian market and an independent nutritional analysis on apple juices and apple-blended products in Australia confirmed that the unique processing method employed by Wild about Juice which processes the whole fruit retains the naturally occurring phytonutrients and flavonoids contained in apples.

Aussie! Aussie! Aussie!

The company's  Wild about Juice  range of healthy juices straight from the Yarra Valley are 100 per cent Australian, with absolutely no additives and is the first and only juice in Australia to be given a low GI rating.

The GI rating refers to the different ways certain carbohydrates behave in the human body and their effect on blood glucose levels.

Low GI foods and drinks  produce only small fluctuations in blood glucose and insulin levels,  which  helps people lose and manage weight,increase the body's sensitivity to insulin, reduce the risk of heart disease and improve blood cholesterol levels.

They also leave you feeling fuller for longer, give added endurance for exercise and help re-fuel following exercise.

This 100% Australian, family-owned and operated business has been growing apples & cherries in the Yarra Valley since 1930.

Owner-operator Mould said the patented juicing process is healthier and more environmentally friendly than other juicing techniques.

"This special process extracts and retains the goodness from the fruit by also juicing the skin which contains more fibre and antioxidants than the flesh," Mould Explained.

"Wild about Juice promotes natural nutrition, as it has no preservatives or additives, and this juicing process also leaves minimal waste, making it highly sustainable."

The four powerful antioxidants that remain in the fruit through the revolutionary juicing process are catchins, a potent form of antioxidant which are good for coronary and cardiovascular health, flavanols that help in the protection of cancer and supports cardiovascular health, chalcones, known for their anti-inflammatory attributes and Phenolic Acids (Chlorogenic),  one of the most potent natural antioxidant groups known.

The Wild Child flavours consist of Green Cleanse; Antioxidant Energy; Mango Passion Veggie Detox, which are all made with using nature's own superfoods, and nothing else.

The Green Cleanse, for regeneration and rejuvenation contains apple, mango, banana, spinach, wheatgrass and spirulina to naturally detox and cleanse the body, while the Antioxidant Energy contains apple, pomegranate, blackcurrant, acai, and goji berries, in what the company describes as "the ultimate blend of the world's finest super-fruits and a natural source of antioxidants to boost energy and fight free radicals."

As these companies continue to grow, and the demand for proper, healthy juices increases, the market will see more innovation and creative combinations, and as Glenn told Food Magazine, the most important aspect for Nudie moving forward is commitment to what they do and why they do it.

"As a relatively young business just in our 10th year now, it's hard to say what the next 10 years hold in store.

"We will just make sure that we stick to the values which have got us to where we are today and continue to do what's been working for us so far."

As people become more aware of the impact of obesity and the part that food and drink consumption plays in that, there is more demand than ever for proper, traditional fruit juice.

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