The 5 Biggest Myths About Fresh Juice (And the Shocking Truth You Need to Know)
Fresh juice is surrounded by misconceptions—about sugar, shelf life, pasteurization, and more—that can confuse even the most savvy of consumers. As a family-owned juice company celebrating 60 years in business, Eastcoast Beverages is here to cut through the noise. We’ve been crafting fresh, high-quality juice on Australia’s Central Coast since 1965, and we’re ready to debunk the five biggest myths about fresh juice with facts you can trust. Let’s set the record straight and show why our product range stands out.
Myth 1: Fresh Juice Is Just as Sugary as Soft Drink
The idea that fresh juice is no better than soft drink is a stubborn myth. Critics point to the natural sugars in fruit and argue it’s a health hazard in disguise—but that’s far from the full story.
Myth 2: Fresh Juice Loses All Its Nutrients After a Day
You’ve likely heard that fresh juice turns into a nutrient-free shell after 24 hours, pushing people toward shelf-stable options instead. But is that really true?
The Truth: Fresh juice retains its goodness longer than you might think—especially when handled right. At Eastcoast, we flash pasteurise —a quick, gentle heat process—to lock in flavour and nutrients while ensuring safety. Our Orange Juice can stay nutritious for weeks when refrigerated to the usage instructions, not just a day. Research from the Food Science and Technology Journal (2020) shows that Vitamin C in juice degrades gradually, not overnight, with over 80% retained after a week at 4°C. Compare that to unprocessed juice, which might spoil faster. With our method, you get fresh taste and nutrition that lasts—myth busted.
Myth 3: All Juice Is Pasteurised, So Freshness Doesn’t Matter
Pasteurisation confuses many juice drinkers. Some assume all juice is heat-treated the same way, so “fresh” is just a marketing gimmick. This myth lets mass-market brands blur the lines with truly fresh options.
The Truth: Not all pasteurisation is equal—and freshness absolutely matters. At Eastcoast, we use flash pasteurisation, a fast process that preserves the natural taste and nutrients of products like our 100% Apple Juice is better than traditional methods. Unlike heavy pasteurisation, which can cook out flavour, our approach keeps that just-pressed quality intact. A 2021 Food Chemistry study found that flash-pasteurised juice retains higher levels of antioxidants compared to over-processed alternatives. Big brands might overdo it for shelf life, but our 60-year legacy proves fresh juice can shine with the right care. Freshness isn’t a buzzword—it’s our promise.
Myth 4: Fresh Juice Is Too Expensive to Be Worth It
“Fresh juice costs too much—why not grab the cheap stuff?” This myth assumes price trumps value, letting budget concentrates steal the spotlight from quality juice.
The Truth: Fresh juice is worth every cent when you consider what you’re getting. Our Pineapple Juice is made from real fruit, flash-pasteurised without concentrates or fillers—unlike cheaper options that stretch reconstituted pulp with water and additives. You’re not just paying for juice; you’re investing in flavour, nutrition, and authenticity. Over six decades, we’ve honed a process that delivers pure taste without breaking the bank. Cheap juice might save you a dollar today, but our products pay off in every sip—making this myth a false economy.
Myth 5: Juice Isn’t Healthy Because It Lacks Fiber
Skeptics love to say, “Whole fruit has fiber, but juice doesn’t—so it’s just sugar water.” This oversimplification dismisses juice’s real benefits and pits it against fruit unfairly.
The Truth: Juice and fruit aren’t enemies—they’re partners in a healthy diet. Yes, juicing removes most fiber, but our Cranberry Juice still delivers concentrated nutrients like antioxidants and vitamins in an easy-to-drink form. The American Journal of Clinical Nutrition (2022) notes that 100% juice contributes to daily fruit intake without spiking blood sugar when kept to 150–200mL servings. Pair it with a fiber-rich meal—like toast or a salad—and you’ve got balance covered. At Eastcoast, we’re not replacing fruit; we’re enhancing your day with a juicy boost. This myth misses the bigger picture.
Why These Myths Matter—and How Eastcoast Leads the Way
These misconceptions don’t just mislead consumers—they prop up an industry where quality can get lost in the shuffle. For 60 years, we have stayed true to our family-owned roots, crafting juice from Australian fruit with no concentrates. While some competitors lean on heavy processing, we keep it local, real, and delicious—straight from the Central Coast to your glass.
The Bottom Line: Fresh Juice, Redefined
Fresh juice isn’t a sugary trap, a fleeting fad, or an overpriced luxury—it’s a smart, tasty choice when done right. Forget the myths: our products are about quality you can taste, from orchard to bottle.
Ready to ditch the misconceptions and enjoy the real deal? Check out our full range of fresh juices and taste the Eastcoast difference. Got a juice myth you want us to tackle? Let us know—we’re all ears!
