What «Not From Concentrate» Really Means
You’ve probably noticed the phrase Not From Concentrate appearing more and more on juice labels. For some, it’s just a trendy marketing term. For others, it signals higher quality. But what does it actually mean from a production standpoint? Let’s break it down calmly and clearly.
How Juice from Concentrate Is Made
Most juices worldwide are produced using a similar process:
- The fruit is pressed to extract juice.
- Water is evaporated from the juice.
- A dense concentrate is created — easier and cheaper to transport.
- At the bottling facility, water is added back.
- The product is pasteurized and packaged.
Formally, it is once again labeled “100% juice.” Technically, however, it is a reconstituted product.This is not unsafe or inferior by definition. It is simply a different technology designed to optimize logistics and reduce transportation costs.
What Not From Concentrate Means
If a package states NFC (Not From Concentrate), it means:
- the water was not removed from the juice,
- the juice was not reconstituted,
- the product is bottled in a form much closer to its original state.
NFC juices typically undergo gentle pasteurization or cold processing, but they do not go through the concentration stage. The difference is not about being “trendy.”
The difference is in the production process.
Where Consumers Notice the Difference
The distinction is usually noticeable in taste and aroma. NFC juices often have a more “fresh” and natural flavor profile, without the subtle characteristics of a reconstructed product. That said, it’s important to understand: the NFC label alone does not guarantee premium quality. Raw material quality matters more than the processing label. You can produce excellent juice from concentrate. You can also produce mediocre NFC juice. The source of the fruit always comes first.
Why NFC Is More Expensive
The reasons are straightforward:
- transportation is more complex (you’re shipping water volume),
- shelf life is typically shorter,
- production costs are higher,
- quality control requirements are stricter.
The price reflects the technology — not simply a marketing markup.
Why It Matters for Retailers. Today’s consumer is more informed.
They read ingredient lists.They look for glass packaging.They understand production differences. When a store offers an NFC segment, it strengthens its positioning and supports a higher average ticket.
At that point, it’s no longer “just juice.” It becomes a quality category.
